With local journalism in crisis, Northwestern University has assembled a team of experts in digital innovation, audience understanding and business strategy. The goal: reinvent the relationship between news organizations and audiences to elevate enterprises that empower citizens.
The Local News Initiative is led by Northwestern University’s Medill School of Journalism, Media, Integrated Marketing Communications. Medill, a leader in education since 1921, is conducting groundbreaking research and training a new generation of multimedia journalists and marketing professionals to thrive in an increasingly challenging atmosphere.
Spiegel Research Center
Medill’s Spiegel Digital and Database Research Center, a leader in consumer and audience-based research on customer engagement that drives financial outcomes, will analyze anonymous data about reader’s engagement and subscription behaviors for the project’s three Learning Labs.
The Northwestern Knight Lab, a leader in developing digital storytelling tools and platforms, will use data analysis from the Local News initiative to create new products, tools and approaches to strengthen local news organizations and better serve their audiences.