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Greater than 5,000 miles — or 8,000 kilometers — separate Berlin, Germany and Denton, Texas, however newspapers primarily based within the two cities are going through related challenges as they work to construct a sustainable future for his or her journalism and scale back their reliance on print income.
Whereas the Denton Report-Chronicle and Die Tageszeitung, generally generally known as taz, publish in numerous languages, have distinctive possession constructions, and serve completely different audiences, there are widespread themes and classes that newspapers all around the world can study from these two publications which have dedicated to decreasing print frequency and rising their digital viewers.
This week in Answer Set, we’re highlighting key takeaways from each taz and the Report-Chronicle, together with hyperlinks to full case research about every publication and assets to dig deeper into how information organizations are pursuing considerate print discount methods.
These are a part of Past Print, a program led by The Lenfest Institute and American Press Institute that goals to information four participating news organizations by means of their shift towards digital and options a lot of visitor audio system paving the best way for digital sustainability.
We’ll be sharing extra assets associated to print discount sooner or later, however if you need to obtain upcoming insights and updates about Beyond Print in your inbox, please full this form. If a good friend forwarded you this e-mail, you may subscribe to Answer Set and make amends for previous protection here.
Listed below are the guidelines:
Create metrics for fulfillment
When taz made the choice in 2018 to work towards eliminating its each day print version, the workers didn’t instantly decide a timeline for the shift. As a substitute, the workforce determined upon three circumstances that have to be met earlier than it stops the presses:
- It should attain 30,000 subscriptions in a mix of digital and weekly version and 40,000 contributing to its voluntary payment model
- Merchandise have to be improved upon to help elevated digital readership
- It has to have its inner processes organized so workers can greatest help the merchandise and audiences
The paper’s management has made positive that its workers and readers know that these three circumstances are the priorities and that the workforce is working towards a typical purpose.
“We needed to study it the laborious approach that it’s not helpful to set and talk a timeframe for the transformation as a result of many imagine that the time limit solely must be reached so every thing will cool down,” CEO Aline Lüllmann mentioned. “However we’d like all folks on deck to make this transformation.”
Information informs choices — and helps with workers buy-in
To get the taz workers on board with the transformation and present them that the group nonetheless had a shiny future, the paper’s former managing director began the transitional course of by making a mannequin displaying how taz may survive in 2022 with elevated digital and weekly print subscriptions, however with out its each day print paper.
The paper additionally started surveying its readership to higher perceive which merchandise they valued and their chance to transform to a special product after each day print is discontinued.
The survey outcomes had been truly reassuring, as taz initially anticipated to lose about half of its print readers, however survey information solely prompt round 25% would abandon the group utterly.
Streamlining digital merchandise
Making it as simple for each print readers and workers to adapt to digital platforms is essential.
To simplify the transition, taz determined to strengthen its present digital merchandise as an alternative of making new ones. Each taz and the Report-Chronicle noticed the significance of publishing an e-edition for readers who wished a digital facsimile of the expertise of studying the newspaper.
“We didn’t wish to get slowed down with the event of latest merchandise which may not change into worthwhile in the long run,” mentioned Katrin Gottschalk, deputy editor-in-chief of taz. “We’re actually specializing in the stuff we all know we will earn cash for.”
Transparency in communications
Earlier than the Denton Report-Chronicle switched to a twice weekly printing schedule, the paper elevated its digital advertising and marketing and knowledgeable shoppers that they might have the ability to entry extra native information on-line. Techniques included almost-daily bulletins in all variations of the paper, e-mail blasts, bodily letters mailed to subscribers, postcards, and quite a few social media bulletins.
Exterior communication can be a key focus for taz, which hosts an annual cooperative meeting through YouTube, writes updates on its blog, features a web page of updates within the weekly print version, publishes press releases, and even hosts events celebrating its successes with their supporters.
All fingers on deck for customer support
Regardless of its exterior communications technique, introducing print-loyal Report-Chronicle readers to new content material required direct communication. The Denton Media Firm enlisted the assistance of all of its 20 or so workers throughout the group, who then arrange one-on-one conversations with lapsed subscribers to assist them perceive the way to entry their information in a digital format.
Over time, the Denton Media Firm workers was capable of attain round 300 lapsed subscribers. The steering was efficient at changing readers, and the workers realized a typical false impression amongst readers was {that a} discount in print meant a discount in content material, which was what initially drove them away.
“I feel the most important factor was that so lots of [the lapsed subscribers] had been simply mad, you already know?” mentioned writer Invoice Patterson. “And as soon as they bought over that and realized, ‘OK, the place else am I going to get this [hyperlocal reporting]?’ They realized to adapt to it.”
This text was originally published on The Lenfast Institute and republished on IJNet with permission.
Photograph by Markus Spiske on Unsplash.
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