1. What do you propose to do? [20 words]
To use existing networks in new ways to redesign local media as inspirers and empowerers of positive change.
2. Is anyone doing something like this now and how is your project different? [30 words]
Local media falls far short of this currently. We believe this neglects their potential (and responsibility) to cultivate goodwill and to channel this to the benefit of the communities they serve.
3. Describe the network with which you intend to build or work. [50 words]
At the heart of this new news network is progressive editorial agenda that is as inspirational as it is useful and entertaining, linked to calls to action (e.g. volunteer via sparked.com, write to your MP, start a group, share via social media, etc). This “action” creates new news in itself.
4. Why will it work? [100 words]
It will work because the building blocks already exist and can be compiled cost-effectively, with new layers and opportunities always presenting themselves. This new form of local media fosters a deeper relationship with the community it serves, is stronger than the sum of its parts, and has a network effect that creates lasting social value. We have proof of concept in terms of daily consumer appetite for this agenda and their participation in the model, as well as the need to extend the civic core. What’s more, it can be easily replicated in new locations.
5. Who is working on it? [100 words]
One&Other was launched in September 2011 with a mission to reinvent local media for a new generation. We are an independent collective of creatives and journalists, led by a strong team of Directors: Founder, Stuart Goulden; Editorial Director, Vicky Parry; and Community Director, Ben Osborne. Our beta version (http://www.oneandother.com, costing only £1,000) has just been shortlisted for Digital Innovation of The Year at the 2012 Newspaper Awards alongside the Guardian.
We are flexible as to who we work with to help us deliver the various elements of the project.
6. What part of the project have you already built? [100 words]
We have proved the core concept in terms of the consumer desire for a new breed of local media, the format this will take, and its potential for building community cohesion and social change via the beta (and open source) http://www.oneandother.com. We have learnt a lot which we can carry forward and the connections (our offline network) we have built up in our first city of York has helped us map out how other cities are wired. In short, what we’ve discovered more than anything is that local media needs to position itself as the epicentre of such networks.
7. How would you sustain the project after the funding expires? [50 words]
The Millennial Generation the proposition appeals to most are of value to advertisers and we will be well placed to offer brand extensions such as events and curated consumption. We are also well placed to offer marketing and digital services (an extension of our core competencies) to our advertising clients.
Requested amount from Knight News Challenge: $100,000
Expected amount of time required to complete project: 18 months
Total Project Cost: $200,000
Name: Stuart Goulden
Twitter: @StuGoulden & @OneAndOtherYork