Initiative launches national media-diversity directory

September 29, 2021 | Share this article

Initiative has launched a national media-diversity directory.

Media agency Initiative has launched a national media-diversity directory to coincide with their inaugural Forgotten Upfronts. Forgotten Upfronts is a platform for publishers catering to niche audiences to showcase their unique offerings to the industry with the same attention and fanfare as major networks receive.

During the event Initiative announced the creation of The Diversity Directory – – an open-source website for the media industry to search for and contact publishers catering to niche communities. Positioned as a starting point to better enable more inclusive planning, the site is designed to build over time as more media owners are made aware and register their businesses.

The first Forgotten Upfronts, hosted yesterday, attracted a huge audience. “We were blown away by the industry response to this event,” said Initiative chief strategy officer, Chris Colter. “To have more than 500 of Australia’s leading marketers, publishers and agencies join our Forgotten Upfronts is testament to the importance we all see in breaking our marketing biases. Feedback has been incredible and we can’t wait to host many more in the future.”

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