Written by on July 22, 2024

The Journey to Find Her Audience: Jan Wan-Ju

Media

Investigative journalism today faces significant challenges but also demonstrates unprecedented influence. ‘Paper Trail Media’ in Germany and ‘The Reporter’ (報導者) in Taiwan are two outstanding examples showcasing the potential of this field. Founded in 2022, Paper Trail Media is an investigative startup based in Munich. Its founders are journalists who have participated in major international investigations, such as the Panama Papers, and are committed to exposing corruption and injustice worldwide.

In contrast, Taiwan’s ‘The Reporter’ was established in 2015. As Taiwan’s first non-profit independent news media, The Reporter quickly gained a loyal readership through its in-depth investigative reporting. It is renowned for its ad-free operation, relying entirely on public donations. Despite the high costs of investigative journalism, The Reporter has successfully demonstrated its appeal in a niche market, especially to audiences interested in addressing social issues and participating in social change through news.

Despite being based in Munich and Taipei, these two media organizations share many similarities. Both focus on deep investigative reporting and promoting public interest. They utilize data analysis and data visualization to support their reports, enhancing objectivity and persuasiveness. Their teams are relatively young and skilled in various digital storytelling techniques, including writing, podcasting, and video production.

Below is an interview with Jan Wan-Ju (詹婉如), the producer of The Reporter’s news podcast, “The Real Story.” Jan previously served as a host at Radio Taiwan International (RTI). She first won the Excellent Journalism Award in 2009 for her report on death row inmates. She has since won the Golden Bell Awards (GBA) five times for her reports on LGBTQ families, elderly crime, and other social issues. In 2020, as podcasts thrived in Taiwan, she decided to shift her career from radio to podcasting and joined The Reporter. Jan has long been dedicated to reporting on human rights issues and now seeks to leverage this new medium to amplify the impact of journalism through her storytelling.

Q: Could you share why you decided to leave RTI after 20 years and join The Reporter?

Jan: Leaving Radio Taiwan International (RTI) and joining The Reporter was part of my journey to find my audience. I realized that modern listeners are more likely to use digital platforms to access content, while the traditional radio station I worked for saw a significant decline in its audience. I wanted to create content related to social issues and public interest, hoping to spark change. This requires reaching a larger audience. Over my 20-year career, I received many awards, but often it felt like a solo recognition, and I didn’t want that anymore. Joining The Reporter was a straightforward decision for me because I wanted to find my audience. As an investigative journalism organization, The Reporter embodies the impact I seek in journalism. The team shares common ideals and goals, both in content selection and production methods.

Q: How does the work culture or environment at The Reporter differ from RTI?

Jan: At The Reporter, we present news stories using multiple media and platforms, unlike the single-medium approach of traditional radio stations. Each topic involves professionals in writing, photography, information technology, and design, collaboratively producing the story with their specialized expertise. This approach differs significantly from my previous experience, highlighting the importance of intuitive interface design and diverse presentation in digital media. In the past, I focused solely on my voice work, without considering the roles of photographers or other specialists. In terms of manpower, it was more of a solo effort before, but now it’s a collective creation. I started to realize that each single medium has its limitations, but through collective creation, we can complement each other and produce more comprehensive stories.

Q: The Reporter initially focused on text-based content. Why did they decide to start a podcast?

Jan: The Reporter’s podcast (The Real Story) has been running for four years now, with the first episode released on August 6, 2020. Prior to that, the company spent at least six months conducting audience surveys to decide whether to expand from a text-based online media to include audio content. The feedback showed strong anticipation for this move. Despite tight resources, we increased manpower to launch the podcast in response to audience demand. Qualitative feedback indicated that some people, such as the elderly, found it challenging to read long articles on their phones but still wanted to stay informed about public issues. This feedback led us to translate our content into audio format. We are also venturing into video for similar reasons. With the general trend favoring audiovisual media over text, we aim to expand our audience and impact by embracing these formats.

Q: What are the differences between podcasts and traditional radio, and what are the characteristics of podcast audiences?

Jan: Firstly, there’s a difference in audience age groups. Our podcast listeners are around 30 years old, mostly young people concerned with social issues, whereas traditional radio audiences tend to be older. Radio’s advantage is its immediacy, allowing for live broadcasts and listener call-ins. In contrast, podcasts need to find other ways to interact, such as through social media comments. Podcast listeners are highly proactive; they choose to listen to specific programs, unlike the passive nature of traditional radio. In the past, people would tune in to whatever was on or catch their favorite shows at set times. Now, podcast listeners are more intentional. They select programs that align with their interests or expertise, such as psychology or finance podcasts. This results in a closer bond with listeners who share an interest in the same topics, creating a sort of “echo chamber.” However, this can also be a drawback from another perspective.

Q: What do you see as the opportunities and challenges for The Reporter moving forward?

Jan: The management might have their own views, but from my perspective, we aim to expand our audience and showcase the value and significance of journalism, thereby increasing our impact. This is why we introduced the sub-brand “Junior Reporter,” targeting parents and school teachers. The purpose of establishing this sub-brand is to foster news literacy and critical thinking skills among younger audiences, and to promote public discussion. One challenge or limitation we face is that we currently serve primarily as an information platform for the middle class. However, this feels like a missed opportunity because many more people need this information. The key question for the future is how to break through this bubble and expand our influence.

For more information or if you are interested in The Reporter or Paper Trail Media, you can click on the links below.