Constructive, informative and playful journalism - success factors for reach 25-35-year-olds. The experimental Beta Borås project revealed this. Read the final report on the unique test editorial staff's local social journalism and the focus group's reactions.
The final report shows that Beta Borås journalism differs in many ways from what researchers previously found in local social journalism. The test editorial staff's focus on popular education is very interesting.
'Informative journalism works. Assuming that the readers don't have a great deal of prior knowledge, explain decisions and events in a basic way,' writes Frida Dam Bergstedt, Editor for Beta Borås.
'The guiding principle has been transparency, humility and simplicity: to not pretend that you know more than the reader,' writes media researcher Maria Zuiderveld in her analysis.
Beta Borås publications also combine various forms of media, so-called multimodality. Text, audio, graphics and video are used together. The editorial staff's focus on pictorials and video is exciting. The test is often more of a complement than a main ingredient.
What do the focus groups think about Beta Borås journalism? Basically, they really appreciate the test editorial staff's more informative, constructive and solution-oriented approach. They appeal to the focus groups more than material about conflicts. The focus groups also want more playful and varied narrative forms which occasionally use digital formats such as video, 360 images, timelines and slideshows.
Borås Tidning's Editor in Chief Stefan Eklund is very happy with the experience form the Beta Borås project. He writes in his chapter in the final report;
'Beta Borås has opened eyes for several key aspects for the future journalism. We owe 25-35-year-olds qualified journalism on their terms.'
Download the report here (in Swedish)
Beta Borås