Local Media Association, in partnership with the Google News Initiative and Deloitte, today announced the partners chosen for the GNI Data Lab. This intensive six-month project enables news organizations to transform their businesses through strategic data use.

Six publishers have been selected to participate in the Lab, including The Seattle Times, The Philidelphia Inquirer, The St. Louis Post-Dispatch (Lee Enterprises), NBC Universal Owned Television Stations, WFSB-TV (Meredith Corp.), and Tampa Bay Times.

The GNI Data Lab participants include a diverse mix of local TV broadcasters and newspapers. They will receive support to build and test new digital advertising strategies. LMA will share best practices with the broader community of news organizations.

Here’s what some of the participants have to say about the program.

Ray Farris, President and Publisher, St. Louis Post-Dispatch

“Making better use of data to guide our decisions is not just our best path to sustainability – it’s our only path. That’s why we are excited about participating in the GNI Data Lab.”







Gary Smith, VP of Advertising, The Seattle Times

“The Seattle Times is very excited to participate in the inaugural class of the Google News Initiative Data Lab. We are hopeful that our efforts and that of our peer group will allow us to enhance our sophistication in using data to provide solutions that will make a positive difference for our advertising customer base. Connecting our readers in our community with local merchants has been at the core of The Seattle Times mission for 122 years and using data to further this mission is the natural next step in our digital evolution.”





Mark Loomis, Director of Analytics, Philly.com

“We are excited to be included in the GNI Data Lab.  We are hoping to get a candid assessment of our data capabilities and lay the foundation for a comprehensive data strategy that can accelerate the digital transformation of the Philadelphia Inquirer.”







Conan Gallaty, Chief Digital Officer, Tampa Bay Times

“Participation in the GNI Data Lab opens up many opportunities for the Tampa Bay Times. Understanding of our audience, not just where we are but where we’re going, starts with data. We’re hopeful the time spent with Google, Deloitte, the LMA and our peers in the industry will give us clarity now and strategy for the future.”