# Newspaper-Branded Coffee Shops Winnipeg Free Press Cafe Invites Interaction With Publication By Katherinev123 | Published 2011-10-21 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/winnipeg-free-press-cafe References: [springwise](http://www.springwise.com/media_publishing/newspaper-staff-work-branded-cafe-open-public/) & [winnipegfreepress](http://www.winnipegfreepress.com/cafe/) There has been a rise in the convergence of journalism and community involvement, and one example is the Winnipeg Free Press cafe. The first [newspaper-branded restaurant](https://www.trendhunter.com/trends/the-office) to open in Canada, this innovative establishment aims to increase its [community engagement](https://www.trendhunter.com/trends/mooie-buurt) by encouraging interaction between the public and its publication; essentially, it provides open access to the newspaper's journalists and editors. The Winnipeg Free Press cafe is not only branded by the city's primary newspaper, but it also employs three of its newspaper employees as permanent staff. In addition to providing a menu of [locally sourced dishes](https://www.trendhunter.com/trends/pret-a-manger-3), the cafe is a place where the Winnipeg Free Press newspaper team can work and meet up. Further, cafe is host to a number of local events including book readings and music shows. ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 25% | Activity: 64% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### What's Driving This Trend - **Newspaper-branded Establishments:** Opportunity for newspapers and other media outlets to expand their brand and create new revenue streams by offering food and beverage options to their established audiences. - **Community Interaction-focused Spaces:** Opportunity to create spaces that encourage individuals to be involved with local media and their communities in meaningful ways through collaboration with and presence from local journalists. - **Crossover Businesses:** Opportunity for businesses to create a unique identity by combining two or more seemingly unrelated industries, such as media and hospitality, to create new customer experiences. ### Who This Affects Most - **Media:** Media outlets could create additional sources of revenue and increase community engagement by bringing their brand and journalists into the food and beverage space. - **Hospitality:** Restaurants and cafes may collaborate with local media outlets to create spaces that foster community involvement and offer unique experiences in a crowded industry. - **Events:** Event spaces may benefit from partnering with media outlets to offer book readings, music shows, and other events that cater to a community-focused audience. ## Related on Trend Hunter - [Book-Themed Bar Concepts](https://www.trendhunter.com/trends/book-bar-toronto.md) - [Home Security-Branded Cafes](https://www.trendhunter.com/trends/neighbourgood-caf.md) - [Daytime Coffee Mixers](https://www.trendhunter.com/trends/the-coffee-party.md) - [Nature-Inspired Coffee Boutiques](https://www.trendhunter.com/trends/coffee-boutique.md) - [Independent Coffee Shop Solutions](https://www.trendhunter.com/trends/independent-coffee-shop.md) - [Restored Cafe Culture Retailers](https://www.trendhunter.com/trends/starbucks-coffee-house.md) - [Coffee Retail Expansions](https://www.trendhunter.com/trends/good-earth-coffeehouses.md) - [Beauty-Centric Cafe Collabs](https://www.trendhunter.com/trends/velvet-vault-x-brandor.md) - [Organic Coffee Partnerships](https://www.trendhunter.com/trends/pret-a-manger-3.md)