Why did Shifter decide to focus on this project?
Shifter wanted to optimise its content. While the magazine primarily focuses on long-form journalism, the team recognised that this format can be daunting for some audiences and that there is growing demand for audio content. Another motivation was to make their work accessible to a wider audience. Finally, since Shifter is run by just two people, they began to feel that the publication was too closely associated with their individual identities. By launching an open call for their audio project, they aimed to make the platform more pluralistic.
How did applying design-thinking principles help?
Shifter applied design-thinking principles in multiple aspects of the project. To gather audience insights, the team first conducted a survey of more than 100 respondents and led a focus group with five readers to explore their interests and preferences. Based on these findings, the initial project was divided into two streams: one focusing on audio, and the other on redesigning the subscription model. As prototyping is a regular part of Shifter’s work in testing new ideas, the team also developed prototypes for this project.
Did Shifter’s approach change engagement with its audience in any way?
Yes, Shifter’s redesign of the current subscription strategy attracted new members. As for the audio project, it managed to mobilise a great number of contributors and build a sense of anticipation among the potential audience for its upcoming launch.
What challenges did Shifter encounter and how did it address them?
Shifter’s biggest challenges proved to be time and financial constraints. Although the initial two-month timeline seemed achievable, the team quickly realised that the process would take significantly longer than anticipated. The open call for the new audio project resulted in a high volume of submissions (over 150), resulting in a lengthy review process that ultimately led to choosing four collaborators. Another major challenge was staying within the project budget while balancing the creative ambition and resources available.
How was Shifter’s project received by its audience?
After Shifter updated its subscription tiers, it witnessed a 13% increase in subscriptions within two weeks, indicating that the change successfully attracted new audiences. As the audio project is yet to be released, the audience reception will be evaluated in the near future.
What does Shifter plan on doing next?
Moving forward, Shifter plans to release the audio pieces through the end of 2025, while refining its communication and distribution strategy for the new format. Afterwards, the team will carefully assess how to proceed with the project. Initial feedback has been promising and if upcoming results confirm the format potential, the team plans to maintain consistency and continue developing it.
What advice would Shifter give to other journalists or organisations considering a similar path?
Even if a project seems easy at first, creating a high-quality product is always difficult. To stay on top of your work, break the project down into as many concrete steps as possible.
Credit: Transitions, Journalismfund Europe's partner for implementing the Microgrants for Small Newsrooms programme, produced this case study.
