✅ Revolutionizing Local Media: The Gen-Z Journey of Vost Media's Jonas Denis


Discover the Extraordinary in Your Backyard: Meet Jonas Denis, the Gen-Z Force Behind Vost Media's Local Revolution! Who says global headlines are the only ones worth noticing? In our relentless pursuit of the big picture, we often overlook the treasures hidden right under our noses. But today, we're about to change that. Brace yourself for an adventure into the uncharted territory of a captivating local initiative. Enter Jonas Denis, a dynamic twenty-something shaping the media landscape at Vost. With Instagram, TikTok, YouTube, and a webpage bursting with tales, Vost Media, powered by La Montagne, is rewriting the rulebook in Clermont-Ferrand. Get ready to be blown away by this pulsating city of 100,000 souls as we delve into the awe-inspiring realm of Gen-Z journalism!

Let’s make the numbers talk:

Subscriptions across all networks combined: approximately 9000 (Instagram, TikTok, YouTube).

The average number of views on Instagram: approximately 3000 (from September to March)

Age groups of our audience: 18-24 years old = 41% and 25-34 years old = 42%, predominantly female, but this trend corresponds to the proportion of women present on social networks compared to men.

Geographical distribution: 22% of our audience is local

@vost.media

Q: Can you give us an overview of Vost?
A: Vost is a media platform that sets itself apart from La Montagne, to the point where you won't find the La Montagne logo on any of our videos. We present a more engaged form of media, one that resonates with a younger demographic. Unlike La Montagne, which caters to an older audience, we aim to connect with the younger generation. We focus on young adults embarking on their professional lives. For instance, we featured a video with a 19-year-old recent graduate discussing her experience with ADHD, a topic often neglected by mainstream media. The primary objective of Vost is to create a platform for young individuals to share and discuss various topics that emerge from their everyday conversations. We strive to capture the essence of these discussions and translate them into quality journalism.

Q: Was the establishment of Vost a response to a gap in La Montagne's readership?
A: Absolutely! Vost was created with the express purpose of engaging those who didn't typically read La Montagne. After identifying that the younger demographic was underrepresented, we decided to create a new, more engaged media outlet specifically tailored to their interests.

Q: When you refer to "engaged media," what do you mean?
A: Engaged media aims to give a voice to those who are often overlooked. For instance, we might feature someone with ADHD or create an Instagram carousel on the environmental impact of meat consumption. We strive for balance in our reporting, avoiding sources like Greenpeace which, while accurate, could be perceived as biased. Our goal is to assert the facts, such as the pollution caused by mass meat consumption, without ignoring the economic implications, like the job creation in the meat industry in France. These are the kind of complex, engaged topics we can address on Vost, which might not be suitable for a platform like La Montagne.

Q: Is it simpler to tackle these subjects on Vost?
A: Not necessarily simpler, but it is a different approach. We still adhere to rigorous journalistic standards of cross-referencing and verification. Just because we're more engaged doesn't mean we can forego proper journalistic diligence.

Q: What's the story behind the name "Vost," and how long has it been in existence?
A: Vost has been active for just over a year, and we're still in the experimental phase. We're about to review our progress and decide whether to continue in our current form or shift to an upcoming model. As for the name's origin, there seems to be a connection to VOST cassette tapes, although it's not.

Q: Can you tell us about the structure of your editorial team?
A: Our editorial team at Vost consists of three members. We have two journalists, Simon Antony and myself. Simon holds the role of editor-in-chief and is in his forties. Our social media is managed by Charlotte, who's around my age. Simon and I are responsible for conducting interviews, creating videos, and handling the journalistic and editorial content. Charlotte handles our publishing, and advertising, and sometimes oversees partnerships. Both Simon and Charlotte are part of La Montagne, and I am the only one fully dedicated to Vost. We operate as a democratic media, where every decision is a collective one.

Q: Can you specify the age range of your audience?
A: Our primary audience falls within the 18 to 34 age group, with a significant proportion of readers between 20 and 28, many of whom are students. The positive response and growing recognition of Vost in Clermont-Ferrand are encouraging. The lack of competition catering to the youth audience in our city is an added advantage.

Q: How would you describe Vost's geographic media positioning?
A: While we focus heavily on local news, we do not restrict ourselves to regional topics. Although our primary coverage is Clermont-Ferrand, we are open to featuring stories about young people from Paris or other areas who reach out to us. Essentially, we have a local focus but are not confined to Clermont-Ferrand.

Q: Your website and social media channels invite the audience to suggest topics. What are the most requested subjects?
A: We encourage suggestions not out of convenience, but to ensure we're covering topics that truly interest our young audience. Sex education is a recurring theme in the requests we receive. As a response, we dedicated a week on our social platforms to "safe sex," featuring interviews with sexologists, university health services, and associations. Additionally, we've seen interest in the areas of male contraception, toxic relationships, and environmental issues. We also have a section called The Agora where young people can propose a topic for group discussion.

Q: Which formats have proven to be particularly successful for Vost?
A: The key is to capture the viewer's attention from the outset. The first second of the video is crucial, much like jingling keys in front of a baby. Starting with a compelling testimonial works well. For instance, a video about a young rapper who spent six months living on the streets would begin with that fact. Short, direct content, even up to a minute and a half, is more effective. Another successful format is the face cam. Illustrated images with subtitles, a format inspired by TikTok, can also work well. We continuously study and adapt to the formats that resonate with our audience.

So what?
Jonas Denis and Vost Media's success provide an insightful case study of how localised, engaged journalism can effectively captivate and represent overlooked demographics. Their innovative use of social media platforms, from Instagram to TikTok, has successfully bridged the generational gap and promoted nuanced dialogues around intricate issues. This paradigm shift invites reflection and demands adaptation. Emulating Vost Media's approach could mean rethinking established strategies and harnessing evolving consumption habits, especially when targeting younger audiences. The potential for transformation in this new media landscape is immense, beckoning professionals to shape it and foster a more inclusive and engaged media environment. The extraordinary found in the every day awaits discovery; the question is, are we ready to uncover it?