Metro explores the future of newspapers

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Hong Kong - Metro Daily has partnered with McCann Worldgroup to explore how newspaper would look like in 2028.

The initiative seeks to challenge the role of newspapers, which is known for reporting events that have happened in the past by tapping into user generated content to create an edition that will feature the type of news readers would see 18 years later.

In the Metro Daily report today, Spencer Wong, MD & ECD for McCann Worldgroup Hong Kong, said the concept stems from how a re-think is needed in the way research is conducted.

He said research topics usually ask questions that people already know but this project invites readers to come up with headlines they would see in 2028 so as to understand what issues matter most to the people of Hong Kong. 

McCann partnered with Metro Daily because the agency believes the free newspaper trend will continue to grow compared to paid newspapers.

Under the partnership, McCann has created a website that allows people to publish stories they forecast would appear in 2028.

Readers would be able to post stories until March this year before voting starts.

Stories with the highest votes would appear in print and distributed as a separate edition dated 1 April 2028 along with regular copies of Metro Daily.

The user generated website features social networking capabilities that allow readers to post the stories they have written or read on Facebook too. 

Law Chi Hang, associate creative director for McCann Worldgroup, said this project is an experimental platform to grow organic content created by locals. 

If you explore deeper into this initiative, he said you will find that the projections will spur us to reflect on our actions and what we could do to make things better now.

A promotional campaign to push this project has rolled out in Metro Daily and its website including web banners on forums and a Facebook app and in bus shelters.    _____________________________________________________________________________________

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