We aim to reach the younger generation (engagement with the younger generation) with their involvement (recruitment of journalists).
Engaging young audiences presents unique challenges compared to older age groups. To address this, we are exploring the needs of younger generations by raising awareness about independent media through public roundtable events, involving them in our community via discussion evenings, educating them through workshops, and providing a platform for their peers through an internship program and awards. Acknowledging that social media platforms are key to youth communication, we recognise that influencers now occupy roles traditionally held by journalists, often without the necessary standards. Therefore, we must reclaim this space and deliver information to young people in formats they prefer.
As part of our capacity-building efforts, we will launch a call for external young writers, offering dedicated prizes and establishing an internship program for those interested in journalism. We also plan a study visit to another media outlet that successfully engages youth. Personal events will play a crucial role in attracting young audiences to Debreciner. We will host a roundtable discussion featuring a popular influencer and/or media figure to discuss media literacy, local issues, and freedom of expression. Additionally, we will represent ourselves at the Campus Festival, a local music festival, inviting guest speakers and conducting a workshop. Through these activities, we aim to create a multi-level engagement strategy that allows youth to actively participate in developing their audiences.
Goals (expected) of the project
We aim to improve the age distribution of our page views, targeting at least 20% of our audience to be aged 18-35. The editorial office will enhance content production and incorporate higher-quality visuals, including more videos and images, to rejuvenate the newspaper’s image and boost our activity on social media. Young audiences, familiar with YouTube and visually appealing media, expect top-notch content. Growing our social media followers and interactions is a key objective. Our reputation hinges on journalists conveying their authentic voices, which can drive content virality on platforms like TikTok. Additionally, the internship program will help identify and cultivate talented journalists committed to independent journalism.
This project is expected to significantly enhance Debreciner’s editorial practices in both content production and audience engagement. We anticipate the emergence of new, younger authors and an increased emphasis on multimedia channels and fresh topics. Our audience engagement strategies will evolve through innovative outreach methods, fostering a new community network for the journal. These experiences are expected to lead to lasting changes, allowing us to collect feedback and refine our editorial processes.
