Local news in Lindau shifts focus: Quality content prioritized over audience engagement
In the picturesque town of Lindau, a new player has emerged on the local journalism scene. Kolumna, a daily newsletter and podcast, was founded by Ronja Straub and Julia Baumann-Scheyer, former members of the Lindau local editorial team of the SchwΓ€bische Zeitung.
The genesis of Kolumna was born out of a shared dissatisfaction with traditional local journalism's prioritization of click-through rates and digital reach over reader needs in the local context. To address this, Kolumna was designed with a focus on community journalism, aiming to create a platform for discussing current topics both digitally and at local events.
A key success factor for Kolumna was the successful crowdfunding campaign, which garnered 700 subscribers. This initial support not only validated the demand for their product but also provided a crucial financial boost.
The survey results from various social backgrounds further shaped Kolumna's content. The newsletter now includes sections such as brief news, good news, a community poll, "Where are they now?", and in-depth research. It also covers an overview of local events and constructive news with solutions, all aimed at providing a positive and informative reading experience.
Ads are present in the newsletter, podcast, and on Instagram, but they are carefully selected and toned down to ensure they do not disrupt the reading flow. Kolumna also seeks funding from various sources, including the Media Forward Fund.
One innovative approach Kolumna has taken is setting up pop-up newsrooms in neighborhoods with harder-to-reach residents. This strategy allows journalists to engage with people directly, fostering a deeper connection and understanding of the local community.
The choice of Lindau as the location proved to be a success factor due to numerous engaged multipliers and a good local network of the founders. However, reaching a broader audience, particularly young people, remains a challenge.
To address this, Kolumna offers different subscription tiers, with the basic subscription currently priced at 12β¬ and the supporter subscription at 25β¬. There is also a free 'All-Inclusive' subscription available for individuals with low income. Subscribers receive the newsletter, access to all articles on the website, an extensive event calendar, and can listen to the Kolumna podcast.
If you're interested in supporting community journalism, Kolumna provides an excellent example of a sustainable business model based on a subscription and an advertising model. It's clear that Kolumna is making strides in redefining local journalism, one newsletter and podcast at a time.
