Listening to audiences, engaging younger users, and creating brand cohesion — these were goals UGA journalism majors accomplished during the launch of our innovation teams and fellowship programs.
These Journalism Innovation Teams and Fellows, based out of the Journalism Innovation Lab of the Cox Institute, create industry partnerships to bring emerging ideas and practices into Georgia news organizations by allowing select students to work at a precise and strategic level on innovation in today’s newsrooms.
Georgia Association of Broadcasters Innovation Fellow
Funded by the GAB, our innovation fellow worked with Habersham Broadcasting. This locally owned and operated set of two radio stations — My Country 99.3 and 107.7 the Breeze — serves a large audience in northeast Georgia, and its leadership wanted to begin to reach a younger demographic through its digital products. UGA journalism major Ashley Balsavias worked with Habersham to grow and engage younger listeners through the My Country 99.3 Instagram page, creating strategies for that platform, cross-promoting to the station’s app, and creating a best practices guide for future use.
Georgia Association of Broadcasters Innovation Team
A team of journalism majors — Victoria Gospodinov, Lily Baldwin and Haley Roberson — worked with Salem Media Group of Atlanta for our GAB-funded innovation team. Operating on the goals of increasing engagement and growing audience demographics, the team did audience research, created a robust brand style guide to improve digital product coherence, and crafted a forward-thinking content strategy for influencers, concepts and campaigns to continue diverse growth in both listeners and digital platforms.
UX Research Innovation Team with the Atlanta Journal-Constitution
The success of the Unapologetically ATL email newsletter, a product of the Atlanta Journal-Constitution, was the focus of study for a UX research innovation team made up of journalism seniors Maddy Franklin, Ally Gray, Nimra Ahmad and Yana Obiekwe. Through analytics, quantitative surveys and qualitative interviews with audience members, the team found what specific elements were contributing to the newletter’s strong performance, so that these could be employed with other digital products. Also, a few future recommendations for growth were presented to capitalize on what audiences prefer in the niche news product.
The Journalism Innovation Lab will build another GAB Innovation Team and pair another GAB Innovation Fellow with a Georgia broadcaster in the fall 2022 semester, as well as participate in the Reynolds Journalism Institute Student Innovation Competition. Contact Dr. Amanda Bright or see Handshake for details on how to apply starting in late summer.