If you live in Northern Ireland, then you just might have heard of Freckle magazine – a recently launched independent publication committed to practising ‘slow journalism that documents and delves into the spirit of our times.’
Visit bythesea-lifehomeart (bts) – a lifestyle store in Coleraine – and you can also choose from a range of international ‘slow journalism’ magazines, Freckle included. People travel from Belfast and beyond to visit bts and pick up these publications, so – why the demand?
Simply put, in a world where social media dominates and news is increasingly fast-paced (thanks to digital technology), people are getting overloaded with information and want a break. More and more it seems, we’re getting fed up with ‘breaking news’ delivered to us the second it happens, where we’re bombarded with facts but gain no real insight into the story.
As Susan Goldberg, editor-in-chief of National Geographic magazine states: “Fast journalism is mostly about information… Slow journalism is mostly about meaning.”
Having chatted to fans of Freckle and the like, I’ve concluded that people increasingly want to read stories and articles with depth and meaning. They also crave positivity – after all, there’s only so much doom and gloom anyone can take… As a freelance journalist myself, I’ve always loved feature writing, as it gives the reader a more detailed story and, specialising in arts and culture-related journalism as I do, it also means that I generally cover more positive stories.
People like this – and they engage.
So, what’s this got to do with business copywriting, I hear you ask?
Many things:
1. Invest the time in creating bespoke, quality content that your customers will want to read and you’ll gain a dedicated following.
2. Increased engagement will boost brand awareness and, at varying speeds, result in more people using your services or buying your products.
3. Using the slow journalism technique, you can create a real buzz about your business, posting regular informative and detailed content on blogs, articles and more. Champion your brand – feature achievements and successes.
Essentially – do more for your audience and you’ll see the return.