Meet GlennOaks Media and Qcitymetro, a recipient of this year’s Facebook Journalism Project Community Network Grant, and learn more about their funded project.
For more information about the FJP Community Network, visit: https://facebookjournalismproject.com/programs/community-network/
The Funded Project:
To better understand how to grow and engage with their target audience, QCityMetro will conduct a survey of 500 Black adults in their coverage area to inform content strategy moving forward. All hypotheses will be tracked, tested and analyzed by a project manager.
In Their Own Words:
“Audience engagement” has become a buzz-phrase in U.S. newsrooms, yet few news organizations devote resources to researching what readers want or need. This project will use reader-focused research and development (R&D) to engage with an African-American audience in Charlotte, North Carolina. The goal is to drive various online metrics — page views, time on site, return visitors, etc. — by using reader feedback to produce and test various forms of content.
Outcomes: Qcitymetro was launched in 2008 to provide news and content for the fast-growing segment of African-American readers in the Charlotte-Mecklenburg region. This project will equip our team with a deeper understanding of who our readers are and what news and information they want/need. We are especially keen to gain insight into the needs of adult African-American males and millennials. That, in turn, will help Qcitymetro fulfill its mission to provide this African-American audience with news and content that they deem essential. (This project will be incorporated into a larger “Table Stakes” challenge designed to grow readership and revenue.)
Best case: By responding to what we learn through R&D, Qcitymetro will see immediate and sustained audience growth.