What's behind the "Dossier Digital" project?
The idea for Dossier-Digital as our first independent journalistic medium emerged in March 2016, when various considerations were on the table about what the future of MEDIENSTÜRMER might look like. Today, 9 months later, it's time for a review and an initial analysis of the entire project.
In the beginning, several options were considered: Regionally rooted advertising agency? Content hub? Media company? Or perhaps everything at once? And above all: Aren't we too small to think in such dimensions and magnitudes?
The answer was: Just do it. And so, about two months later, the basic framework of "Dossier-Digital" was online.
Of course, it was initially quite empty. Many bright colors, without content, but with an initial journalistic basic concept, a lot of idealism, and the desire to establish itself as a news and/or opinion platform.
"A digital feuilleton", was once written on a brainstorming note, and this definition of our mission has stuck with us ever since. Is it possible to establish a strong opinion medium with quality and relevant size from scratch in today's world? Just with a laptop and no money?
Everything depends on money, everything strives for money
The fundamental question when founding a journalistic platform is: Where can the money come from to finance this type of journalism?
Patronage, business angels, goodwill, venture capital? Perhaps.
Or (caution, fundamental discussion): Cross-financing, through editorial and content services for companies.
Whether SZ, Handelsblatt, or Zeit – the revenues of publishers from subscribers, readers, and advertisers are declining. As a result, agency spin-offs of major newspapers are increasingly producing content for companies and opening up new business fields.
Content for clients – in return – time and money for independent and untouched journalism.
With an established customer base and an existing business as an advertising agency, the model of cross-financing was also the most obvious for us. But what are the initial experiences from our project after nearly 6 months of operation, and above all: what's next?
Initially, it was important to fill our dossier with life, content, and above all, purpose. Many discussions about opinion, relevance, enthusiasm for technology, and mobile gadget fanboy journalism were held until a content concept slowly crystallized. It also took a while to acquire the first paying customer who wanted to publish their own articles on their website. Even in the content marketing industry, competition is increasing, and the market is full of providers offering their texts at dumping prices.
But as always in life: Quality wins.
Ultimately, we gained a foothold and were able to attract more clients with quality texts. However, it has not become easier to maintain focus and, above all, time for our own medium amidst the increasing workload, and to express our own opinions in words, images, and texts.
What is always lacking is time
The foundation is laid. Now it's about creating a structure. This can only be achieved through growth and the development of additional editorial resources to establish a clear and transparent separation between content marketing agency and online magazine. One finances the other – conversely, the others benefit from the growing reputation. It's actually quite simple.
There are a number of options and possibilities to generate further growth. It is still not entirely clear where the journey with our project will ultimately lead. More client business, or the search for funding through foundations, crowdfunding, or similar?
What we definitely want: A community that believes in good journalism! True to our motto: Unexcited, critical, analytical. By the way, we have already been featured at piqd. More references should, may, must follow. After a year, we can say. The beginning is made, and yet we are at the beginning. But this statement always applies in journalism.
Peace – your Felix!
