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Company: durham21
Project: durham21
Dates: Jan 2007 to Dec 2009
How did the project start?
durham21 is an online newspaper and lifestyle magazine aimed primarily at Durham University students. It was formed in 2000 by a small group of students who wished to create a new publication to cover a wide range of subjects which the student newspaper failed to recognise. A dedicated team of editors and writers have continued to contribute articles, earning them the 'Best Student Website of the Year' award at the NUS National Student Journalism Awards in 2001, 2002, 2003, 2005 and 2006. The website was also nominated for The Guardian's 'Best Website of the Year' award in 2007.
What options did you consider?
The website aims to combine all the recognisable features of a print newspaper, including the latest news, views, music, arts, features and reviews, whilst also exploiting the Internet medium to bring such things as a virtual tour of Durham, an online listings system, web polls and an interactive comments system.
The Independent newspaper remarked that d21 "explored the unique possibilities of the web, rather than simply ‘hosting’ their union’s newspaper or magazine."
What help and expertise did you receive?
The sheer dedication, knowledge and ability of students has been instrumental to the success of the website. The unique knowledge of both local and national issues makes the news reporting relate directly to the websites student readership.
durham21 is completely independent and financed entirely by its own fundraising and advertising, with any profits after hosting and marketing costs going to local charities.
Durham Students Union (DSU) usually funds student societies in Durham, but durham21 is unique due to its independence from the students' union, making the income from sponsors and advertising even more vital.
Did you face any challenges or learn any lessons?
Attracting new editorial and technical team is always difficult due to the turnover of students every three years.
There is also much competition from the three student print newspapers, which means we have to keep the site fresh and well-known to the students.
What are the outcomes and how has it improved your business?
Over the years the website has adapted to new technologies. We have started to experiment with embedded video, podcasts, image galleries in order to offer more to our visitors. Since durham21's inception there has been a comment section on each article, which has proved very popular in gaining feedback about the website and creating a sense of community.
In 2007 the website went through a complete overhaul, with a new administration interface designed to make updating the website much easier for editors as well a new front-end for visitors. The website is also more accessible than ever before, using modern XHTML and CSS technology.
What are your plans for the future?
We learned from the Student Media Awards that blogs were a key area which could be used. Sites such as BBC News and GuardianUnlimited have created blogs for specific issues. durham21 currently has a new 'site blog' which discusses behind the scenes issues such as recruitment, awards and website news. We hope to expand the use of blogging across multiple sections in the future.
We also recognise the use of streaming audio and video media in a dynamic and ever changing web environment.
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