A new INMA report looks at innovation as 'seedling', brand attribute and cultural accelerator.

Seventeen media companies transforming their corporate cultures are highlighted in 'How media companies embrace the process of innovation', looking at media company innovation in three ways:

-Innovation as a seedling for ideas: Case studies from Berlingske Media, The Dallas Morning News, The Economist, Gannett, La Presse, Toronto Star;

-Connecting your brand to innovation: Case studies from Chicago Tribune, The Irish Times, Sanoma Oyj; and

Innovation as a cultural accelerator: Case studies from El Colombiano, Die Welt, Expressen, Fairfax Media, Independent News & Media, MittMedia, Storyful, The Times of India.

The report caps more than two years of investments by INMA into surfacing the nascent innovation programmes that have emerged at media companies worldwide.

"This breakthrough new report ties together companies that mostly have not talked with one another about how to create an internal innovation culture necessary to attract and retain talent," executive director and chief executive Earl Wilkinson says.

"We want to highlight companies that have moved beyond 'innovation as a cool idea' and toward investing in innovation as an everyday foundation. This report is about changing the corporate culture and leveraging talent for ideation in a way media companies have rarely done for centuries."

The report includes the past two global winners of the INMA Global Innovation Awards, Fairfax Media and social news agency Storyful.

Author L. Carol Christopher is a California-based author, editor, and consultant specialising in news media technologies and business practices.