Toll zu verfolgen, wie immer mehr Branchenfremde im journalistischen Umfeld StartUps gründen und damit ganz neue Denkansätze einbringen. Mit Westnetz.ch ist eines der aktuell spannendsten Lokalprojekte vor knapp zwei Wochen in Zürich an den Start gegangen. Westnetz.ch zeigt, wie Lokaljournalismus auch aussehen kann. Initiator ist – aufgepasst – die Züricher Straßenbahn!
Westnetz.ch ist begleitend zur Einführung einer neuen Straßenbahnlinie entstanden. Mit einem Budget von rund 120.000 Euro haben die Züricher Verkehrsbetriebe (VBZ) ein Projekt auf die Beine gestellt, das einige aktuelle Trends im Lokaljournalismus toll aufgreift und vor allem umsetzt. Das man damit in direkte Konkurrenz zur Lokalzeitung tritt, war den Machern nicht in letzter Konsequenz bewusst. Der NZZ als lokalem Platzhirsch allerdings schon:
Alte Rollenbilder scheinen nicht nur in Familienfragen ausgedient zu haben. Wie ist es sonst zu erklären, dass sich ein städtischer Verkehrsbetrieb nun als Verleger gebärdet? So geschehen in der Stadt Zürich. Die hiesigen Verkehrsbetriebe VBZ haben nämlich am Donnerstag in einem Communiqué mitgeteilt, sie schafften «nicht nur ein neues Tram, sondern auch eine innovative Online-Plattform». Dieser Auftritt soll in Zürich-West den «engen Bezug zwischen ÖV-Erschliessung und Quartierleben visualisieren».
Mit einer Mischung aus Bürgerjournalismus und Branchenbuch will Westnetz.ch zur Informationsplattform für das leben im Quartier Zürich-West werden. 23 Anwohner wurden in Workshops ausgebildet und bilden zum Start den harten Kern. Als Gegenleistung bekommt jeder ein Smartphone (zum Einstellen der Beiträge), eine Monatskarte und absolute Freiheit beim erstellen der Beiträge.
In der ersten Phase geht Westnetz.ch allerdings vor allem auf den lokalen Einzelhandel zu und bietet die Möglichkeit kostenlose Firmenprofile zu erstellen und natürlich Beiträge als Firma veröffentlichen zu können. In den ersten 10 Tagen haben rund 400!!! Firmen das Angebot genutzt. Täglich schreiben die Firmen schon zum jetzigen Zeitpunkt etwa 10 Beiträge zu Mittagstischen, Veranstaltungen und speziellen Angeboten. Außerdem arbeiten einige Händler bereits mit speziellen Gutscheinen, die Westnetz-Nutzern Rabatte gewähren – Groupon lässt grüßen.
Laut der Sprecherin der VBZ ist als nächster Schritt geplant, dass sich Anwohner ebenfalls Profile auf Westnetz.ch erstellen können. Nach einer Testphase mit dem Pilotprojekt kann man sich außerdem vorstellen, das Konzept über komplett Zürich auszuweiten.
Nur eines kann man sich bei der VBZ nicht vorstellen: Für das Angebot Geld zu verlangen. Weder von den Unternehmen, noch von den Nutzern. “Das ist nicht unser Geschäftsmodell”, sagt die Sprecherin dazu.
Heinz Vögeli, Leiter Personal und Kommunikation, bei den VBZ spricht in einem Interview über das Projekt und bringt Ideen und Gedanken ein, die ihn eigentlich sofort zum Verlagsmanager befähigen:
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