11:56 am - April 23, 2025
The German-language initiative outlines innovative strategies to engage younger readers by adapting local journalism to the digital age.
Local journalism must be revitalised with fresh formats, advanced digital technologies and collaborative efforts across publishing entities to attract younger audiences, according to a newly published white paper from the Drive (Digital Revenue Initiative) project.
Drive, founded in 2020 by the German press agency dpa and advisory firm Highberg (previously known as Schickler), assists regional publishers in navigating the digital transformation landscape. By sharing data analyses and AI algorithms among its members, Drive supports around 30 publishers across Germany, Austria and Switzerland in adapting to current technological demands.
The white paper emphasises the urgent need for publishers to rethink the concept of local newspapers to maintain relevance with young consumers. These consumers often prefer digital platforms such as social media and streaming services. The report suggests leveraging new technologies, enhancing local reporting, and fostering personal relationships with readers as crucial strategies.
Drawing from successful journalistic models from the US, Scandinavia, Belgium and the Netherlands, the paper provides comprehensive recommendations for evolving business models, integrating new technologies, and reorganising editorial and publishing teams. It highlights the importance of cross-publisher collaborations in developing new digital formats and products.
Christoph Mayer, a partner at Highberg, notes the significant progress publishers have made in digital transformation. “By employing new technologies like AI, consistently focusing on users’ needs, and facilitating extensive collaborations, we can now initiate the next significant development step,” he states, indicating Drive’s role as an industry platform for cost-sharing and knowledge exchange.
Meinolf Ellers, head of Strategic Business Development at dpa, underscores the role of local newspapers as reliable sources of information amid the proliferation of disinformation and fake news. He points out that local newspapers can become trusted resources for young readers, even those predominantly engaged with platforms like TikTok.
To facilitate these transformations, Drive plans to host a series of lectures featuring international experts in 2025. This initiative aims to further guide publishers in adopting the suggested changes and successfully engaging with younger audiences.
Source: Noah Wire Services
- https://oecd-opsi.org/innovations/program-for-the-reorganization-and-modernization-of-the-registry-offices-called-nemo-st/ – This link does not directly corroborate the DRIVE initiative but demonstrates a similar approach to digital transformation and innovative public service models, which can be analogous to the strategies outlined in the DRIVE initiative.
- https://www.oecd.org/content/dam/oecd/en/publications/reports/2024/01/reaching-climate-neutrality-for-the-hamburg-economy-by-2040_4d751104/e1e44672-en.pdf – This link does not directly relate to the DRIVE initiative but highlights Hamburg’s commitment to innovation and transformation, which can be seen as a broader context for initiatives like DRIVE.
- https://gold.uclg.org/sites/default/files/field-document/hamburg_2023_en.pdf – This link does not directly relate to the DRIVE initiative but shows Hamburg’s engagement in sustainable development and innovation, which aligns with the transformative goals of DRIVE.
- https://www.volkswagen-group.com/en/articles/federal-government-and-hamburg-put-autonomous-ridepooling-project-on-the-road-17788 – This link does not directly relate to the DRIVE initiative but demonstrates Hamburg’s proactive approach to innovation, similar to the drive for digital transformation in journalism.
- https://www.hamburg.de/resource/blob/170236/2978e742c977836074bc981e58984009/d-vlr-hamburg-english-version-data.pdf – This link does not directly relate to the DRIVE initiative but highlights Hamburg’s commitment to sustainable and innovative practices, which can be seen as a broader context for initiatives like DRIVE.
- https://www.noahwire.com – This is the source mentioned in the query, but it does not provide specific details on the DRIVE initiative without additional context or articles from this site.
- https://nortal.com/insights/personal-government-white-paper/ – This link does not directly relate to the DRIVE initiative but discusses digital transformation and innovative public services, which are relevant themes.
- https://nortal.com/wp-content/uploads/2023/11/whitepaper_hertie-school_2023_onepager_eng.pdf – This link does not directly relate to the DRIVE initiative but provides insights into digital transformation, which is a key aspect of the DRIVE initiative.
- https://www.dpa.com/en/ – This link is to dpa’s official website, which can provide background information on dpa’s role in the journalism sector and its involvement in initiatives like DRIVE.
- https://highberg.com/ – This link is to Highberg’s official website, which can provide information on their consulting services and involvement in digital transformation initiatives like DRIVE.
- https://www.highberg.com/about/ – This link provides information on Highberg’s background and services, including their focus on digital and organisational transformation, relevant to the DRIVE initiative.
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