What is positive about GeenStijl? They offer a counter-voice, something that is appreciated. The people who are positive about GeenStijl, are also very positive. Potential PoDs (Point of Differences, how a brand can distinguish itself from the competition) can for example be provocative (with the focus on being daring and offering uk phone number a counter-voice), different from the rest, or funny and straight to the point. If GeenStijl focuses on this, and at the same time perhaps tackles things a little less styleless, the brand can still be saved.
Figure 7. Symbolic attitude towards GeenStijl of users and non-users.
Figure 6. Symbolic attitude towards GeenStijl of users and non-users.
The question 'What would you miss if GeenStijl were no longer there?' was answered from 'I would miss them like a toothache' to 'All the news and important things in the whole world'. Quite a wide range.
So there are people who do like GeenStijl, oddly enough. Who would that ideal user be? We also asked this in our survey. We got varied answers:
'People who can see the humor in it.'
'Someone with a free spirit.'
'People who have nothing to do.'
'Someone who is easily influenced and who is angry with society.'
And perhaps the most positive description: 'The one who likes critical journalism'. GeenStijl at least shows something different than the mainstream media, and can look at certain subjects with a critical eye. The way they are tackling it now, however, reminds us of the anti-alcohol commercial: GeenStijl, destroys more than you like.
Now there is still a small Gallic village of GeenStijl supporters, the subscribers. And they do find it important that GeenStijl continues to exist. Exactly: in the role of the champion of free speech.