Why did Zon.si decide to focus on this project?
Zon.si decided to create a section with editorial comments to show, firsthand, how its team works and what they experience on the job. Increasingly, journalists are becoming less and less respected, and audiences criticise their work hastily, without considering the fact that it is reported content. With this in mind, Zon.si wanted to educate its audience on the difference between real and fake news, and to show them how accurate content is made.
How did applying design-thinking principles help?
When considering the project, Zavod Zon conducted statistical analysis and used Google Analytics to investigate what sort of coverage its audience wanted. By taking demographic information into account, the organisation was able to identify the kind of news different pockets of its audience were interested in. Survey results and interviews were also very helpful in this regard. This feedback changed the newsroom’s overall strategy and allowed it to focus on the bigger picture.
Did Zon’s approach change engagement with its audience in any way?
Zon’s target audience was its existing readers, especially the younger ones, who it has found to be vocal critics, avid social media users, but increasingly less engaged with serious news. The creation of this new section allowed Zon.si to understand that negative feedback was in reality coming from a very small subset of its audience. After the project, many positive comments and support started coming in from the audience expressing appreciation for Zon’s coverage.
What challenges did Zavod Zon encounter and how did it address them?
Zon.si faced logistical challenges when trying to conduct statistical analysis. Slovenia is a small country, and Zasavje is the smallest region in the country with 52,000 inhabitants — some functions on Google Analytics were not useful given these constraints. Google Analytics did not have a data set large enough to provide accurate information on Zon’s audience. Zon.si used surveys to fill the gaps from statistics.
How was the project received by its audience?
According to online comments and written feedback from audience members, the project was well received; audience members enjoyed the new behind-the-scenes perspective on the website. One recent piece had over 5,000 readers.
What insights or lessons did Zavod Zon gain from this project?
This project was a learning opportunity for Zavod Zon’s newsroom. The experience taught the staff how to manage a project from beginning to end, giving them insights on how to promote it, how to workshop ideas, and what to do if things go wrong. Also, the finances were easy to take care of.
What are Zavod Zon’s next steps?
Moving forward, Zavod Zon hopes to keep educating the public on the difference between real and fake news, and on what accurate journalism looks like. The organisation is also looking for new journalists to work alongside them. Zon.si is designing a space for learning and creativity — it’s called Media Laboratory (also a JFE project), and it’s using the editorial web page to promote future projects.
What advice would Zon.si give to other journalists or organisations considering a similar path?
Be realistic when conducting projects as a newsroom: your goals should be high, but not too high. Achievable goals are key and are also good for internal philosophy. And attempt to learn from others’ mistakes and experiences.
- Long-term impact:
Beyond the grant period the project has become part of their everyday work. One of the most sustainable outcomes is a new editorial section where they regularly share what journalism really looks like behind the scenes – the challenges faced, the decisions made, and the experiences that shaped their work. Writing about their profession has also changed the way they work internally. It has encouraged them to reflect more critically on their journalistic practices and to have more open and meaningful discussions within the newsroom about the work, responsibilities, and the role of local journalism. This culture of reflection has become a lasting part of the editorial process. Externally, the newsroom has gained credibility and trust within the local community, and the overall response from readers has become significantly more positive. Based on their observations, negative and hostile comments on social media channels have decreased by around 80%. (30/06/2026)
Credit: Transitions, Journalismfund Europe's partner for implementing the Microgrants for Small Newsrooms programme, produced this case study.
