What can collaboration do for the media? Does it have any impact on their development?
According to Professor Charlie Beckett, founding Director of POLIS and one of the speakers during last 15 March #Stars4MediaDay: “collaboration encourages growth by forcing people out of their comfort zone”. And if there is one project that proves this right is the project from one of our Stars4Media NEWS #boosters: Delfi (LT).
When Delfi, the biggest news website in Lithuania, started its collaboration with Polityka, Poland’s biggest weekly magazine of general opinion, under the Stars4Media NEWS programme they had a clear objective: to improve their subscription rate and to maintain a sustainable subscriber base. And, although this remains their main goal for the project, their collaboration during the programme as well as their coaching sessions gave way to new business transformations.
During their coaching sessions with Lyndsey Jones, Associate consultant, strategist and coach in WAN-IFRA Women in News, they worked together in their project but also spotted their need for targeted groups and worked together to find different ways of reaching these groups.
Ugne Karaliunaite, Delfi’s Deputy Editor, highlighted the crucial role of their collaboration with Polityka and Lyndsey Jones in the development of their content sprints. Stepping aside their comfortable traditional editorial room where today’s news were the only focus, Delfi has transformed its workflow planning their content around 4 main desks (health, science, national news and sports). While the coverage of last minute news remains a priority and Delfi’s flagship, now they will publish 10 articles per desk focusing on one topic. This strategy not only enables journalists to plan content ahead or give more marketing opportunities but it also attracts niche groups that were not addressed before.
As part of the Stars4Media NEWS consortium we cannot be more pleased with the unexpected results of Delfi and Polityka collaboration and cannot wait to see how they will surprise us in the next months. If you are interested in knowing more about Polityka’s side of the collaboration, stay tuned because they will be featured in our next article.
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