Why did Gostivar decide to focus on this project?
The motivation came from the need to provide access to information for people with specific needs, such as those with visual impairments or dyslexia, as well as offering a safe way to consume news on the go. Introducing audio versions enriches what Gostivar has to offer and represents a step forward in the digital transformation of its newsroom.
How did applying design-thinking principles help?
Although the project was not formally structured according to the design-thinking methodology, the team at Gostivar spontaneously applied several of its key principles. The most useful was the iterative approach of rapid testing, receiving feedback, and adjusting in real time.
Did Gostivar’s approach change engagement with its audience in any way?
After introducing the audio format, Gostivar documented an increase in page retention time and noticed greater interest among older audiences.
What challenges did Gostivar encounter and how did it address them?
The main challenge Gostivar faced was the limited support for the Macedonian language across most TTS platforms, which led to the incorrect pronunciation of numbers, dates, abbreviations, and specific symbols. To address this, Gostivar carefully adapted the text before processing and conducted a detailed review of each generated audio file. Each audio version was listened to in full prior to publication, and when corrections were needed, the process was repeated to ensure the highest quality. The tight deadline, combined with their regular editorial responsibilities, required additional commitment from the team and longer working hours.
How was Gostivar’s project received by its audience?
The reactions have been mostly positive. Several users commented that for the first time, they regularly followed the news thanks to the option to listen instead of only reading. The approach also received praise and gratitude from the Association of the Blind in Gostivar, which described the approach as “useful and practical.”
What insights or lessons did Gostivar gain from this project?
The most important lesson is that audiences value innovations when they are directly useful and practical. Gostivar also realised that localising technology for “smaller” languages (in this case, Macedonian and the Cyrillic script) remains a challenge, but also an opportunity to create unique added value.
What does Gostivar plan on doing next?
The team plans to continue using the TTS functionality for all significant publications and to develop it further. They are also considering expanding the application to audio narratives, children's stories, and special audio formats that could be a new media product. The technology Gostivar has developed could also be offered as a model for other local media.
What advice would Gostivar give to other journalists or organisations considering a similar path?
Start with a pilot phase, using small but clearly measurable steps. It is important to choose technology that is adapted to the language and the needs of the audience. Equally important is for the team to embrace the innovation as an expanded offer, not as a replacement for the traditional journalistic process.
Credit: Transitions, Journalismfund Europe's partner for implementing the Microgrants for Small Newsrooms programme, produced this case study.
