By Lune van der Meulen

In her essay, Emily Bell (2014) argues the following: “everybody suddenly got a lot more freedom. The newsmakers, the advertisers, the startups, and, especially, the people formerly known as the audience have all been given new freedom to communicate, narrowly and broadly, outside the old strictures of the broadcast and publishing models.”

The new initiative Trees by two Dutch broadcasting stations VPRO and Human, responds to these developments. This blogpost will give a SWOT-analysis in the current media market of this new initiative .

Strength: Trees gives complete insight in the journalistic process. This entails that the journalists will share their choices, considerations and insecurities with their audience and they will make use of their input. This is a great strength since trust in journalists decreased. This transparancy is likely to have a positive impact on the degree of trust by the audience. Another strength is that Trees responds to the changing media use of young people since Trees can reach them through their mobile phones and headphones.

Weaknesses: Although Trees aims to reach a young audience through the use of an app and by presenting their stories as podcasts, they still have no plan on how to come up with stories that would specifically attract a younger audience.

Opportunities: Trees should incorporate their social media pages to enthousiast a young audience, and keep them up to date with any progress.

Threats: A threat to Trees could be that they will not succeed to engage the audience. If this happens, the whole point of Trees will go to waste.


Anderson, C. W., Bell, E., & Shirky, C. (2015). Post-industrial journalism: Adapting to the present. Geopolitics, History and International Relations, 7(2), 32.


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