EXECUTIVE SUMMARY

andererseits, an inclusive online magazine founded in Vienna in March 2020, represents a pioneering venture by journalists and entrepreneurs with and without disabilities. Initially operating on a voluntary basis, the magazine is now primarily community financed, with supplemental revenue streams such as advertising. andererseits prioritizes fair pay and equality, employing individuals with and without learning disabilities as journalists. The unique approach involves Co-Authorship and Supported Authorship, fostering inclusion and diversity in journalism. Upholding journalistic quality, the team follows editorial guidelines, ensuring accurate, engaging, and socially relevant content. Leveraging digital tools, andererseits embraces innovation in storytelling through text, and video formats. Maintaining editorial independence, the magazine collaborates with sponsors sharing aligned values.

Goal

Our project aims to address the expansion plan of andererseits into a print magazine, supplementing its existing online platform. With a primary focus on people with disabilities, our team will support the magazine in analyzing and understanding the needs of additional target groups, including caregivers, family members, immigrants, and seniors. Given the current resource constraints, our role involves conducting comprehensive analyses of diverse audience requirements, content preferences, readability, and the structural aspects of the proposed print magazine. By gathering insights, we intend to support the development of content that not only serves the primary audience but also effectively supports the other defined target groups as well. Through this collaboration, we strive to enhance the inclusivity and impact of andererseits in the Austrian media landscape.

Methodology

The project methodology involved meticulous planning and structure, initiated through a kick-off meeting with the project partners to define expectations and key milestones. Communication channels, primarily Microsoft Teams internally, and Slack with the project partners, were established. Target audiences were defined, and insights were gathered through focus groups and qualitative interviews, focusing on a user-centric approach. Those were carefully planned and executed, emphasizing participant selection for representativeness.

Results

Among the potential target groups we tested, caregivers of individuals with disabilities were identified as an important audience. The andererseits' magazine could have a supportive impact on their work, facilitating collaboration with people with disabilities. In addition to entertainment, the focus will be on educational efforts and offerings such as events or educational opportunities. The second potential target group is seniors. It is important to distinguish between independently living seniors and those residing in care facilities. We have excluded independently living seniors as a target audience because they have been consuming the same media for many years and may not spontaneously purchase the magazine. However, care facilities provide an opportunity to reach this demographic. Seniors residing in nursing homes have shown curiosity in consuming new media and have demonstrated the ability to comprehend the content well. Not all residents in care homes have their own subscriptions, so it is possible to include the magazine with other available media.

The last target group, migrants, is also challenging to reach individually. The magazine's language level may only be suitable for them to a certain extent and for a limited time. It is not recommended as a teaching material since it does not explain grammar or similar concepts.

In conclusion, it is worth noting that interests vary significantly across all target groups, but personal stories have been universally considered engaging. Although the magazine has the potential to appeal to multiple target groups, it should primarily focus on people with disabilities and their environment.

Cooperation Partner

• Medienhaus andererseits GmbH - www.andererseits.org
  Neblingergasse 7
  Austria

Contact Person

• Clara Porak - clara.porak@andererseits.org
  Lukas Burnar - lukas.burnar@andererseits.org

Student Team

• Greta Campaña Gliem

• Sarah Ebner

• Jasmin Eberhard

• Paul Schäfer

• Jonas Sprenger

• Heidemarie Suppan

Project Manager

• Dr. Peter Vandor

• Dr. Reinhard Millner