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September 1, 2022updated 12 Dec 2022 9:16am

Future of Media Explained podcast 12: How to reach Gen Z with Pink News CEO Benjamin Cohen

By Charlotte Tobitt

The twelfth episode of Press Gazette’s Future of Media Explained podcast, back after a summer break, explores a challenge shared by many publishers: reaching young audiences.

Press Gazette UK editor Charlotte Tobitt is joined by Benjamin Cohen, CEO of LGBTQ+ brand Pink News where Gen Z and young millennials make up by far the largest proportion of the audience.

Cohen shares a number of ways that, he says, have contributed to that success with a young demographic including a fruitful partnership on Snapchat Discover (alongside some thoughts on how other social platforms compare), a nurturing internal culture for young staff, and having a mission that the audience can relate to and believe in.

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