News media and politics are not typically associated with Generation Z, but bringing them together is definitely on Politico’s agenda according to managing editor, Laura Greenhalgh.

During INMA’s Media Innovation Week in Antwerp, Belgium, this week, Greenhalgh explained how Politico is working on connecting with Gen Z readers in conversation with moderator Katharina Neubert, senior vice president of Global Generative AI at Axel Springer.

Politico launched in Europe in 2015 with a focus on covering European politics and policy. It has an audience across Europe but its readership varies between products. Articles targeted at Brussels are read almost exclusively by those in the Brussels bubble, for example.

Politico is defined by its support of specialist journalism with deep coverage of issues. It has a “very nice collaboration” between subscription journalism and free journalism,” Greenhalgh said. “We want people to have to read us, but to enjoy reading us.” 

With European elections approaching and the voting age lowered from 18 to 16, next generation politicos and young professionals are part of Politico’s new target group.

Moderator Neubert asked if talking about Gen Z and getting them to like legacy journalism and politics a recipe for double trouble.

“We have a specific audience … Gen Z is a huge group of people,” Greenhalgh said. “We’re quite clear that we’re not trying to appeal to everyone.”

Engaging with Gen Z

Politico will focus on two offerings to engage with this new cohort. Firstly, a live debate in partnership with Maastricht University “… to explain and hold accountable an election process that is not the same as a national election,” Greenhalgh said.

Politico will also use quizzes to help engage Gen Z in the process and understand how their political views align.

When asked if quizzes will be a deterrent for older readers, Greenhalgh acknowledges the importance of taking a wholistic view when developing content for specific audiences: “Not every piece of content has to be for everyone. But we want it to be a coherent experience.”

A Gen Z workforce

Does a Gen Z consumer cohort require a Gen Z staff?

Politico is a younger workforce with a lot of Gen Z workers, Greenhalgh said, highlighting the importance of Gen Z’s role in Politico’s recent collaborative journalism project focused on living cities.

“We are investing quite a bit in audio,” Greenhalgh said. “We see the potential for attracting a younger audience there.”

The role of AI

Greenhalgh acknowledges the potential for AI in supporting Politico’s expansion, going deeper into national markets including a presence in the U.K., France and Germany: “It’s a live discussion in Politico.”

Politico has a readership base across Europe and beyond. Its Web site includes readership in the United States, and there are pockets of interest such as a surprisingly high number of readers from Bulgaria, or a group based in the U.K. but reading in Polish.

“We are an English publication but many readers might be reading in not their native language,” Greenhalgh said.

There is a lot of interest in AI’s role in translation. However human intervention is still needed, Greenhalgh said, adding that the nature of Politico’s reporting means “there is a lot of nuance and language is important.”

“Local language isn’t enough,” Greenhalgh said. “You also need local reporting … . You can make it easier to read in other languages, but we’re thinking about it not only in terms of the translation but the partnership.”

Greenhalgh pointed to the consideration that, with the upcoming election, many readers might be outside the “Brussels bubble.”

“We’re definitely thinking about products and coverage for next year that can expand our readership,” Greenhalgh said. “Then keep them interested and find ways we can engage.”

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .