The Neimen lab on Journalism looks north to find an interesting experiment in civic engagement, as well as heightened engagement between the Globe and Mail and its readership . This pattern of brand stewardship appears to be playing out in many industries.
One of the Big Existential Questions facing journalism right now is the extent to which news organizations are just that — organizations that produce news — and the extent to which they’re also something more: engagers of the world, curators of human events, conveners of community. Should news outlets focus on news…or should they also be sponsoring conferences and creating film clubs and setting up stores and selling wine?
There’s a lot of variation in the way they answer that question, of course, but many news outlets are currently skewing toward the “community” end of the continuum, preparing for the future armed with the idea that news production is only part of their mandate — the notion that to succeed, both journalistically and financially, they’ll need to figure out ways to cultivate community out of, and around, their news content.
One particularly interesting experiment to that end — a worthwhile initiative, you might say! — is playing out in Canada, where The Globe and Mail, the country’s paper of record, has convened a community of users to help guide its engagement policies. The Globe Catalysts are a kind of external brain trust for the outlet, a community charged with helping to ensure that the paper’s path is the right one for its users.