Handing out free newspapers to those who otherwise cannot afford them, like what De Gelderlander did last year, has proven to be very impactful. The new subscribers feel more informed; they are more inclined to vote; they are better equipped to discuss with their neighbours; and they are more confident in their decisions.

These are all conclusions from a study by communications scientist Lott Fransen, who collaborated with Radboud University to investigate the effects of the ‘Birthday treat’ action. Last year, De Gelderlander celebrated its 175^th birthday by handing out free subscriptions to Nijmegen citizens who could otherwise not afford one. The trail was the brainchild of editor-in-chief Joris Gerritsen, whose philosophy was that news may not be free, but it should be accessible to all.

It was hoped that the trial would provide insight into the effects of handing out free digital- and paper subscriptions. ‘By far the most notable result is that people claim to have more influence on their surroundings; they can contribute more to discussions’, according to Fransen. ‘What’s also remarkable is that people feel more confident about making decisions.’

Fake news
However, Fransen cannot confirm whether choices made are different than before. ‘If you have access to a medium created by skillful, impartial journalists, that might help to counteract some of the negative consequences of fake news, or news that fits perfectly in your own bubble.’

Because there were new elections in the middle of the trial, the decision was made to also see how a subscription might affect one’s willingness to vote. Fransen: ‘What stood out was that people without subscriptions were often adamant about not voting, because “they didn’t know anything about it anyway.” The willingness to vote was much greater among people with a subscription.’

‘I can join the discussion, even with highly educated people’

Almost every subscriber indicated that they consider the subscription to be a positive, valuable addition to their lives. ‘I can join the discussion, even with highly educated people’, according to one participant of the study. Another one: ‘I’m a part of society again.’ ‘That’s very touching to read’, Fransen says. ‘A subscription gives people a sense of belonging.’

According to the researcher, it would be worthwhile to follow up on the trial. ‘It can really make a difference to people. Of course, people can also go to the NOS for free news, but it turns out that they especially value local news.’

Earlier research shows that access to (local) news can lead to greater faith in media and politics, and can help combat polarisation. That is why Fransen advocates for large-scale distribution of free subscriptions. DPG media, of which De Gelderlander is a subsidiary, is not the only company looking into free subscription trials: Mediahuis in Limburg is doing something similar.

Digital
According to the research by De Gelderlander, there was little difference between the paper- and digital free subscriptions; this should make a repeat trial much more manageable, as a digital subscription is much cheaper. Last year, DPG publisher Erik Roddenhof indicated that he considered the trial by De Gelderlander to be a ‘global initiative’. ‘I would like to try the same thing with other newspapers.’

According to chief editor, Gerritsen, the successful trial at De Gelderlander is the perfect motivator to live up to those words. ‘I’m very happy with the results, because they showed that what we do is not just valuable to our readers, but to society as a whole.’

De Limburger is also handing out free subscriptions, but in their case, the provincial government is funding it. Gerritsen thinks that the government shouldn’t necessarily finance the subscriptions, but he can imagine a kind of newspaper fund for people who are struggling to make ends meet. ‘It is important that everyone has access to the news.’ Regional newspapers are special in this regard, because they provide both (inter)national news, as well as local news. ‘That’s what makes the difference.’

This article by Eric Reijnen Rutten was published in De Gelderlander.

Translated by Jasper Pesch