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Introducing the Engaged Journalism Experiments Directory, a (beta)…

Introducing the Engaged Journalism Experiments Directory, a (beta) list of tests to better engage your community

Browse 30+ ready-to-go experiments from organisations across Europe and beyond and then add your own

posted on 09 January 2020

Today, we’re launching the Engaged Journalism Experiments Directory, the latest resource from the Engaged Journalism Accelerator to inspire news organisations to create more impactful relationships with their communities.

The directory brings together 30+ experiments that community-driven organisations, including Zetland (Denmark), Inside Story (Greece), Honolulu Civil Beat (United States) and Krautreporter (Germany), have run to forge deeper ties with their users.

Organisations have kindly shared details of their experiments, including how long they ran these for, the tools they used and the barriers they came up against, so others can learn from these and try them for themselves.

Experiments submitted to our beta directory include:

  • an email campaign to re-engage former paying customers, resulting in a 30 per cent open rate and three offers of support for an investigation
  • office hours with reporters on Facebook Live, which regularly attracted an audience of 2,000-4,000 viewers
  • a partnership with a high school to teach students about solutions journalism, which received great feedback and led to a podcast created by two participating students

Browse through the experiments or filter them by country or topic (such as engagement and distribution, or commissioning and storytelling) to find one that you could try in your own organisation.

What's so important about experiments?

Journalists and editors in news organisations across the world have some ideas about what their communities want from them. But those assumptions aren’t always grounded in experience and can be misplaced. Not only that but the risk of placing a bet on developing a new product or feature that users don’t actually want or need is high. So publishers, particularly small and medium-sized organisations, must embark on a continuous process of designing, prototyping and testing their way to serving the needs of their communities.

Tackling challenges together has been a feature of the Accelerator over the last 18 months
Tackling challenges together has been a goal of the Accelerator over the last 18 months

When the Accelerator thinks about experiments, what we mean by an experiment is a test or trial that has a clear aim, measures of success (also known as Key Performance Indicators) and an end date to evaluate what has been learnt. An experiment doesn’t always mean launching something shiny and new; it could also mean improving something that your organisation is already doing or stopping something that is rarely used or has little impact and seeing if users miss it.

Success isn’t a defining characteristic either: some of the best experiments are ones which have failed and still yielded lots of insight.

If you’re interested in reading more about the role of experimentation in news organisations, we recommend the following articles:

So why did we create a database of experiments?

When we spoke to journalists across Europe, the idea of experimenting with engaged journalism approaches appealed to them. But, time and time again, they told us they didn’t know where to start nor did they have much time or resources to invest in trying new ideas.

Those two insights suggested that we could make it quicker and easier for news organisations of all sizes to find and try out experiments that help them discover a model for community engagement that works for them. You can read more about the directory here.

By launching this resource in beta, we hope to gather feedback from practitioners across Europe about the experiments in this directory as well as its format, so that we can develop a more useful and comprehensive index.

Community-driven news organisations must continually test new ways of serving their communities’ needs
Community-driven news organisations must continually test new ways of serving their communities’ needs

How to use the directory

The directory has been created using Airtable, a cloud-based spreadsheet app with lots of nice visual features. You can find out more about it here. We have used it previously to create our Engaged Journalism in Europe database.

There are three ways we envision people will use the directory:

  • Sort - you can filter columns to find news organisations that you're interested in (for example, you might want to look at organisational structures that are non-profit)
  • Search - you can look for a particular organisation that you know is working closely with its community (try 'collaborative' or 'Walkin Talkin' for starters) or look for specific terms to see where they appear (for example, 'podcast' or 'Facebook')
  • Scan - you can browse when you have some downtime and see what you find!

To keep this directory up-to-date, we store some publicly available contact information about the news organisations mentioned. You can read more about the EJC's privacy policy here.

What happens now?

We welcome your feedback about the directory – you can reach us on [email protected], or on Twitter @ejcnet.

If you are inspired to submit an experiment to the directory, you or your colleagues can do so using the form below.

Our funders

The Accelerator is kindly supported by a €1.7 million fund from News Integrity Initiative and Civil


Civil is a decentralised marketplace for sustainable journalism that uses blockchain and cryptoeconomics to empower journalists across the world

Visit website
News Integrity Initiative

The News Integrity Initiative is a philanthropic fund to foster mutually trusting relationships between journalists and the communities they serve

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Connecting the dots: Engaged journalism, trust, revenue, and civic engagement

Lindsay Green-Barber of Impact Architects has published new research looking at best practices for building trust, generating revenue and fostering civic engagement

Why newsrooms should put the needs of their communities first

Kim Bode, community and product operations manager at News Deeply and adjunct professor at the New York University, makes the case for community-centered journalism

A Guide to Community-Based News Engagement

A toolkit to help journalists already working with your community and those who want to move in that direction

  • News Integrity Initiative
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