Over the course of the program, each publisher will receive coaching to address their organization’s path to business growth, including improving digital publishing tools and advertising capabilities and developing new digital skillsets. Participating publishers will develop and clarify their digital content and distribution strategy, optimize their websites, improve their digital advertising and programmatic capabilities, and act on these improvements to attract more advertisers and generate incremental revenue streams. The Lab will also promote collaboration and shared learning across the cohort of publishers.

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