Hiiu Leht sought mentoring in audience research, content strategy, multimedia production, and promotional techniques, with a particular focus on developing effective workflows and using AI tools.
Why did Hiiu Leht decide to focus on this project?
Hiiu Leht recognised that it had reached a plateau in growing its online subscriptions. After experimenting with social media campaigns, the team identified newsletters as a new opportunity. The aim was to reconnect with former subscribers and engage readers who remained loosely connected to the publication.
How did applying design-thinking principles help?
Applying design-thinking principles enabled the team to remain user-centered throughout the process. After the first few issues, the newsletter's format and content were refined based on direct reader feedback.
Did Hiuu Leht’s approach change engagement with its audience in any way?
Yes. As part of the project, the team developed Hiiu Leht’s first reader survey, including both structured questions and open-ended prompts. The response rate exceeded expectations, and many respondents provided thoughtful, detailed input. Beyond gathering insights, the survey demonstrated to readers that their voices were valued.
What challenges did Hiuu Leht encounter and how did it address them?
The primary challenge was limited team capacity. Developing the newsletter demanded significant time and energy from a small staff, often requiring them to pause or scale back their regular duties.
How was the project received by Hiuu Leht’s audience?
The newsletter’s open rate was well above average, suggesting strong interest from readers. It is too early to measure its effect on digital subscriptions.
What insights or lessons were gained from this project?
The team gained experience in conducting effective user research, especially in designing surveys that resonate with a local audience. One important takeaway was the need to manage expectations and focus on one challenge at a time. Another key insight was a shift in perspective: while the original goal had been to boost subscriptions, the newsletter itself showed potential to evolve into an independent product that could eventually be monetised in other ways.
What are Hiiu Leht’s next steps?
The team plans to continue refining both the newsletter and the online publication, using feedback from the user survey and new analytics tools introduced during the mentoring sessions. In the coming months, they will evaluate the impact of these efforts and determine whether a strategic shift in product development is necessary.
What advice would Hiiu Leht give to other journalists or organisations considering a similar path?
The team’s advice is to tackle one challenge at a time and to realistically assess the available time and capacity of the team. They recommend testing early versions of new products, staying open to feedback and change, and allocating time for administrative and planning tasks.
Credit: Transitions, Journalismfund Europe's partner for implementing the Microgrants for Small Newsrooms programme, produced this case study.
