10/16/2024 | News release | Distributed by Public on 10/17/2024 02:33
2024-10-16. DC Thompson launched a project in 2023 to quantify the decline of city high streets in Scotland, driven by post-pandemic challenges and shifting shopping habits. It is an excellent example of how newsrooms can produce data to underpin valuable local journalism.
by Dean Roper[email protected]| October 16, 2024
Lesley-Anne Kelly, DC Thomson's first data journalist, spearheaded the project which she presented at a recent WAN-IFRA Innovate Local webinar. Recognising a gap in available data-especially at a granular level - Kelly and her team undertook the ambitious task of creating a comprehensive database of high street retail units across multiple cities, beginning with Aberdeen and Dundee.
The resulting High Street Trackernot only maps the vacancy/occupancy of retail spaces but also categorises them. The initiative aimed to foster positive change in local communities by providing actionable insights and give reporters a tool to add context to their everyday reporting. Utilizing tools like Google Maps and community engagement, the team built a living database that now tracks around 2,000 retail units.
Launched in June 2023, the Tracker features interactive maps and analytics that help local reporters generate stories and offer context to their articles. The project has garnered significant engagement, prompting local authorities to take action, such as committing funds for high street improvements. With plans to expand further, Kelly emphasizes that this is just the beginning of leveraging data to drive impactful journalism and community revitalization.
Seven years ago Kelly became DC Thomson's first data journalist. She came from a background working in the public sector in Scotland in a role that involved a lot of data analysis, while also working as a communications officer for her union branch.
"So in a way I fell into journalism by accident. Looking at it now - I believe data journalism is really important for getting to the root of what is happening in our local communities." After four years, Lesley-Anne became the Head of Data Journalism, and now leads a team which includes two fellow data journalists.
The post pandemic state of the region's city high streets was a story that was crying out to be told. "Our high streets are suffering - between cost-of-living issues, the lasting effects of the pandemic, and the prevalence of online shopping, vacant units are a constant in our city centres. We wanted to be able to quantify the issue and to see whether it was getting better or worse."
But there was a major blocker.
There wasn't any data available at either the granularity (unit by unit) or the regularity (up to the minute) the team really needed. There was some national data looking at city level vacancy rates yearly or twice a year, but nothing at the street by street, unit by unit level that the team needed.
The solution was to build the data set themselves, from scratch.
Importantly, when setting out to create their high street data, for the team the project was about more than just tracking vacancy rates. "We wanted to look at the makeup of our high streets. They are the heart of our communities. What businesses are thriving on our high streets and what works really well? What doesn't? Our high streets are such a blueprint of our local communities."
But it went even deeper than that - Lesley-Anne and her team live in the cities they report on after all. "We wanted to create data that drives change. That was really at the heart of this project. By providing this data and reporting on it - could we impact positive change in our communities?"
Another purpose of the project was to create a tool for the newsroom reporters. The team looked through the group news sites and realised there were a lot of stories written and published relating to high streets on a regular basis, and what's more the reader engagement with the articles was high. "We saw there was an opportunity to give reporters extra context for their stories, around what else has happened on that high street, over the past months or year. We saw that our data and tool could become the go-to-source for this topic in our region," said Lesley-Anne.
The idea for build of the data was first pitched in December 2022 and work began seriously on it around February / March 2023. The first edition of the high street tracker was published in June 2023.
What the team has created is a living database of retail units on the high streets, as well as the shopping centres. The cities of Aberdeen and Dundee were covered first, and at the end of 2023 Inverness and Perth were mapped as well, "which means we now track half of Scotland's cities." The database currently includes some 2000 retail units.
On the news websites there are now dedicated High Street tracker pages, with visualisations of the database, including:
Thereporter tool includes all the public facing data for reporters but it also adds some additional information which reporters can tap into both for context to their stories and also use for story leads. "For example, one story was about the longest standing vacant unit in Dundee, which is an off-licence very near our newsroom. It's been vacant for almost 15 years now and when it hit 5,000 days vacant our head of business did a story on that. DC Thomson now has comparable data across the four cities on a street-by-street breakdown as well as averages as to how each city compares. "We also take snapshots of the data at the end of each month so we can see the trends on street level as to how things have been changing and whether they're improving or not."
The team understood that the data also presented a real opportunity to engage with the community in person. "We organised a High Street Summit at the Dundee offices and invited everyone who had responded to the survey to put their opinions to our local city council leader. We also had local business owners, local experts in town planning and a keynote speaker that was from the UK High Street Task Force - he had never been to Dundee before but he had a lot of knowledge about high street regeneration. He was able to come up with fresh eyes and talk about Dundee's issues in a very interesting way." One of the outcomes of the town hall was a 40 page white paper with all the analysis, which was sent out to subscribers.
Lesley-Anne Kelly leads the project, and her data journalism team of three journalists are the core team for the project, but the project has also tapped into resources across the publishing group.
The database was a considerable investment from the publisher's point of view, not least in terms of journalists' time. But the benefits and gains are many, some easier to measure than others:
Lesley-Anne Kelly stressed the importance of getting reporters in the local newsrooms involved in the project from the start- getting their support in building out the data, but also making sure they understand how they can leverage the database. "It took a while to get reporters to be aware of the project enough to integrate it into their daily practice, i e when they're reporting on these things, to check the data, put a few lines in and give readers some context. However, we're now in a really good place with that, which is excellent."
Making it easy for readers and business owners to contribute is key. "We've attempted to crowdsource some of this data because we can't be out there all the time and we sometimes miss things. At the end of every article there's a form that readers can fill in if they spot something that is not in our maps already. We've found that local business owners have also been using the form which shows they really care about being on our map. But it also goes to the circularity of the project - with updated data there may be new stories for local reporters to pick up on."
Resources was a challenge - particularly in the set-up phase. The data team works daily with various projects with the newsroom, so it was hard to find time to build up the first version of the database. "It was months of work to get that set up, however once we had the blueprint for the first two cities built, it's now relatively easy to take that blueprint and drop it into other areas and build from there."
DC Thomson now have High Street Trackers for Dundee, Aberdeen, Inverness and Perth, and in the next few weeks they will be adding a fifth area. Lesley-Anne Kelly says the past 18 months of work is only the beginning. "Whilst we've done dozens of articles of bespoke analysis from the high street tracker we've only scratched the surface. I imagine we'll continue to tap into this data to do more bespoke analysis and more high street related stories going forward. It seems to really resonate with our readers."
Here are links to presentations, the DC Thomson tracker pages as well as list of tools used by the team:
The tools the team use are:
You are welcome to contact the WAN-IFRA Innovate Local team, if you have questions or examples of similar cases.
Cecilia Campbell: [email protected]
Niklas Jonason: [email protected]
Dean Roper