Insight Shapes News

Why do people really pay for news in 2025 — and what keeps them paying month after month?In this episode of Insight Shapes News by Kilkaya, host Nils Ove Håland Riise sits down with Dominic Grzbielok, Head of Paid Content s at Süddeutsche Zeitung (SZ). Dominic is a former journalist turned product leader who has spent the last 15 years living in the intersection of newsroom culture, product strategy, and subscription growth.SZ has set an ambitious north-star: fund the entire company through digital subscriptions by 2030. That goal shapes everything — from what the homepage looks like, to how paywalls work, to what metrics matter most. Dominic shares how SZ is evolving from reach-first thinking to serving loyal subscribers, why churn is the ultimate truth, and how habits — not hacks — are the real retention engine. We also dive into the most heated questions publishers face right now:Should personalization climb higher on the homepage?Do dynamic paywalls beat hard paywalls?And in a world of AI answers and LLM distribution… do we still need a homepage at all? 🎧 Topics we cover:Why people subscribe to news — and why “feeling informed” beats raw contentThe 2030 goal: going all-in on digital subscription revenueWhy revenue matters more than subscriber counts (and the danger of discount addiction)The homepage as front door and brand signal — with 3/4 of it paywalledHow SZ introduced hybrid personalization (editorial top, algorithmic modules below)What it takes to earn editorial trust in personalization: dashboards, rules, fast fixesThe single most important metricHabits that retain: newsletters, podcasts, quizzes, games, and serialized contentBundling as a retention strategy — including SZ’s winning sports bundle with KickerWhy regional mega-bundles are harder in Germany than in the NordicsDynamic paywalls: promising, but not worth the complexity yetAI distribution and licensing: partner, don’t panic — but don’t give away the brandThe future for small publishers: specialization, local dominance, and cost disciplineDominic’s biggest lesson: the best products happen when journalists, designers, and PMs build togetherIf you’re working on subscriptions, personalization, homepage strategy, or trying to navigate the AI-era business model shift — this conversation is a grounded, practical walk through what it takes to build a subscriber-first newsroom without losing your soul.

What happens when competitors share their most sensitive numbers — and build one common truth instead of competing dashboards?In this episode of Insight Shapes News by Kilkaya, host Nils Ove Håland Riise talks with Bente Håvimb, Project Manager at MBL (the Norwegian Media Business Association), about Medietall — the shared measurement system that unites nearly every Norwegian publisher under one set of trusted audience data.We dive into why transparency matters in an era of declining ad revenues, how collaboration on data helps publishers compete with global tech giants, and what makes Norway’s news market a “unicorn” in the eyes of international observers.🎧 Topics we cover:Why openness and shared standards build trust between publishers, advertisers, and readersHow Medietall measures reach, subscriptions, and behavior across 190+ titlesWhy “apples to apples” data lets Norwegian media stand stronger against Big TechThe unique Norwegian mix: high subscriptions, direct traffic, and logged-in usersHow advertisers actually use these numbers — and why many still default to global platformsWhat success looks like for Medietall: stability, quality, and constant adaptationThe road ahead: video, audio, AI, and measuring trust as the next big KPIIf you want to understand how collaboration can turn competitors into allies — and why a transparent, shared dataset is becoming the strongest weapon against Big Tech dominance — this conversation offers a rare look behind the numbers that shape Norway’s media industry.—🎧 Subscribe to Insight Shapes News for conversations on the future of journalism, personalization, and the strategies shaping the media industry.Chapters00:00 The State of Norwegian News Media05:38 The Importance of Data Sharing in Media11:19 Trust and Collaboration Among Publishers17:14 Advertising Value and Media Reach22:58 Unique Aspects of the Norwegian Media Market28:49 Future Outlook for Media and Data34:36 Challenges and Opportunities Ahead

When 80% of homepage clicks happen in the very top rows, this is exactly where personalization has the biggest impact. At the same time, publishers face declining traffic from social platforms and search, making the homepage a central place to build direct relationships with readers.In this episode of Insight Shapes News by Kilkaya, host Nils Ove Håland Riise talks with Dana Schlüenzen, Director of Product at Hamburger Morgenpost (MOPO), about how her team introduced personalization at the top of the homepage. She explains the challenges of early systems that worked like a “black box,” why editorial control was essential to move forward, and what changed when personalization was combined with transparency.The discussion covers how MOPO tested personalization with its HSV football coverage, how the newsroom adapted, and what results followed: A 32% jump in CTR, evergreen stories resurfacing at the right time, and a newsroom culture shift that embraced personalization as a tool for strengthening direct reader relationships.🎧 Topics we cover:Why the top rows drive 80% of clicks — and why personalization belongs thereHow “black box” algorithms undermine editorial trustThe breakthrough: personalization with transparency and controlWhy direct engagement matters more as social/search traffic declinesLessons from testing on MOPO’s HSV football pageReal results: 32% CTR growth and happier readersThe cultural shift that turned skeptics into advocatesIf you’re rethinking homepage strategy with personalization in a world where direct reader engagement matters more than ever, this episode offers both practical lessons and candid reflections from the frontline.—🎧 Subscribe to Insight Shapes News for conversations on the future of journalism, personalization, and the strategies shaping the media industry.Chapters00:00 The Importance of Homepage Engagement03:41 Challenges of Personalization in News07:16 Balancing Control and Algorithmic Recommendations11:09 The Role of Editorial Teams in Personalization14:45 Testing and Learning from Personalization Strategies18:17 Measuring Success: CTR and User Engagement22:21 Cultural Shifts in Newsrooms25:51 Future of Personalization in Journalism

What happens when you give local newsrooms its own AI lab — and build tools that think with you, not just for you?In this episode of Insight Shapes News by Kilkaya, host Nils Ove Håland Riise is joined by Markus Franz, CTO at Ippen Media — Germany’s largest local journalism network — to explore how AI agents, adaptive content, and experimentation culture are shaping the future of journalism.Markus shares the story behind building Ippen’s internal AI lab, the kinds of projects they run, and why curiosity, speed, and a willingness to fail (fast) are critical for transforming legacy newsrooms. From ambient intelligence and elastic content to the evolving role of journalists as navigators, this is a conversation full of bold ideas and practical insight.🎧 Topics we cover:What AI agents actually do in a newsroomWhy the future has no buttons — just voiceHow Ippen’s lab team drives experimentation (and when they hand it off)Adaptive content vs. elastic content (and why it matters)How AI can help local journalism be faster, cheaper, and more relevantBuilding tools for the audience — not just the journalistThe one trait Markus looks for in every lab hirePlus: If you dropped him in a struggling newsroom with just a laptop and Wi-Fi, Markus reveals exactly what he’d build first.Whether you’re thinking about personalization, newsroom transformation, AI strategy, or culture change — this is your front-row seat to the experimental edge of European journalism.—🎧 Subscribe to Insight Shapes News for conversations on the future of journalism, product thinking, and the strategies shaping the media industry.

What do advertisers really want from publishers — and why do so many budgets still flow to big tech?In this episode of Insight Shapes News by Kilkaya, host Nils Ove Håland Riise sits down with Ann Jack, Managing Director of WPP Media Norway, to talk about what actually drives modern media buying decisions — and what publishers need to do to compete.From clean rooms and connected TV to programmatic out-of-home and first-party data strategies, this episode unpacks what’s changed, what buyers prioritize, and how publishers can unlock more value by making it easier to buy.🎧 Topics we cover:Why friction-free buying is ImportantThe power of first-party data (and who’s using it well)Why siloed formats and walled gardens block growthHow WPP uses AI to optimize cross-channel campaignsWhat media sellers must know about Gen Z consumption habitsWhat media must know about Gen Z consumption habitsAnd why attention, attribution, and access matter more than everWhether you're in publishing, adtech, sales, or strategy — this is a front-row view into what the world’s biggest media buyers expect in 2025 and beyond.—🎧 Subscribe to Insight Shapes News for conversations on the future of journalism, product thinking, and the strategies shaping the media industry.Chapters00:00 The Shift in Media Spending02:48 Challenges for Publishers in the Digital Age05:57 Navigating the Media Landscape: A Personal Journey08:53 The Consolidated Media Landscape in Norway12:07 Attracting Advertisers: The Appeal of Big Tech14:59 Engaging Younger Audiences: The Role of Publishers18:05 Building Strong Partnerships with Publishers21:07 The Importance of Trust in Media23:59 Adapting to Changing Consumer Behavior28:09 The Shift in Content Consumption30:00 Evolution of Advertising Formats32:35 Programmatic Advertising Innovations35:15 Challenges for Publishers39:27 Future of Media and Content Delivery45:06 The Role of Publishers in a Changing Landscape

What happens when a media company isn’t owned by investors — but by a single trust with a long-term mission?In this episode of Insight Shapes News by Kilkaya, host Nils Ove Håland Riise speaks with Kjersti Løken Stavrum, CEO of the Tinius Trust — the sole owner of Schibsted Media, the largest media group in the Nordics.We explore what changed when Schibsted’s media arm split from its marketplace business, their big bets for the future, and how that opened the door to major moves like their deal with OpenAI.🎧 Topics we cover:Why a trust model offers both stability and responsibility in today’s mediaThe thinking behind separating media from Schibsted’s high-margin marketplace businessThe OpenAI agreement — how it came together, what it covers, and what’s nextWhat changes when journalism gets full strategic focusServing Gen Z without compromising on editorial standardsPress freedom, platform power, and the case for building European tech infrastructureWhy independence still depends on one thing: being able to pay your own billsIf you work in media, trust-based governance, AI, digital strategy, or editorial leadership — this episode offers a rare inside look at how one of Europe’s biggest media groups is rethinking the future from the ground up.—Chapters00:00 The Impact of Technology on Media06:02 Understanding the Tinius Trust11:46 The Shift in Media Ownership17:54 Challenges of Journalism in a Digital Age23:51 Engaging the Younger Audience30:13 The Role of Algorithms in Journalism32:26 The Importance of Trust in Journalism38:10 Revenue Streams and the Future of Media44:20 AI's Role in Journalism53:59 Future Outlook for Journalism01:00:26 The New X Factor in Journalism Teams🎧 Subscribe to Insight Shapes News for conversations on the future of journalism, product thinking, and the strategies shaping the news industry.

What does it take to turn a casual reader into a loyal subscriber — and keep them coming back?In this episode of Insight Shapes News by Kilkaya, host Nils Ove Håland Riise sits down with Madeleine White, VP of Marketing at Poool and co-founder of The Audiencers, to break down what’s really working in audience strategy today. Madeleine has a unique bird’s-eye view of the global publishing industry — working with publishers across the world — helping them move readers from anonymous to engaged, registered, subscribed, and retained.This isn’t about vanity metrics or one-size-fits-all funnels. It’s about creating meaningful value at each step of the user journey, building registration as a product, and designing dynamic subscription paths based on who your audience really is.🎧 Topics we cover:The full reader journey: from anonymous visitor to loyal subscriberHow registration unlocks first-party data and multiplies subscription conversionWhat great onboarding looks like (and why most publishers skip it)How publishers like Blick, Clarin, and Jeune Afrique are personalizing at scaleThe power of community and why it’s no longer optionalBridge roles: the unsung heroes connecting editorial, product, and marketingWhat retention actually means — and how to win back churned subscribersMadeleine’s top lessons from running The Audiencers and working with publishers worldwideIf you work in digital publishing, audience growth, product, subscriptions, or newsroom transformation — this episode is full of concrete examples, strategies, and learnings you can put to use.—🎧 Subscribe to Insight Shapes News for conversations on the future of journalism, audience strategy, and the strategies shaping the news industry.

What happens after the AI hype fades?In this episode of Insight Shapes News by Kilkaya, host Nils Ove Håland Riise sits down with Aliya Itzkowitz — Who works at FT Strategies and built out the framework for the Google News Initiative’s AI Launchpad — to unpack how AI is actually being used inside real newsrooms.Forget the buzzwords. Aliya shares what’s working, what isn’t, and how media companies can move from fragmented experimentation to measurable impact. Drawing on her work with dozens of publishers, she breaks down the frameworks, team dynamics, and strategic choices that help newsrooms turn AI into more than a headline.🎧 Topics we cover:The 3-part framework for applying AI across newsroom operationsBuild vs. buy: when to partner, when to invest, and how to avoid dead endsThe hidden value of AI pilots (it’s not just time savings)How to structure teams for real collaboration across editorial, product, and techWhy leadership buy-in and bottom-up experimentation must co-existWhat’s next for newsrooms as AI becomes business-as-usualWhether you're working in editorial, product, strategy, or leading innovation — this episode is full of hard-earned lessons and practical frameworks for using AI in journalism with purpose.Chapters:00:00 The Evolution of AI in Newsrooms02:53 Frameworks for AI Implementation05:45 Understanding the Build vs. Buy Dilemma09:00 The Role of Empathy in Transformation12:12 Zooming Out: The Bigger Picture14:47 Experimentation and Learning18:08 Navigating the AI Landscape20:54 Trust and Transparency in AI23:46 Measuring Success in AI Initiatives31:23 Defining Success in AI Experiments34:51 Unintended Consequences of AI Experiments38:58 The Importance of Team Dynamics in AI Projects43:51 Scaling AI Initiatives in Large Organizations49:23 Gaining Leadership Buy-In for AI Projects51:58 Evaluating AI Experimentation and Future Directions54:52 Critical Questions for AI Implementation in Newsrooms🎧 Subscribe to Insight Shapes News for conversations on the future of journalism, AI, and the strategies shaping the news industry.#AIinNewsrooms #MediaInnovation #DigitalPublishing #NewsroomStrategy #ProductThinking #Journalism #FTStrategies #AIFrameworks #AudienceStrategy #BuildvsBuy #EditorialTech

How do you turn a niche publication into a must-have industry platform?In this episode of Insight Shapes News by Kilkaya, host Nils Ove Håland Riise speaks with Tom Seaman, founder and editor-in-chief of Undercurrent News — a B2B media company covering the global seafood industry.With over 70% of its revenue coming from subscriptions. But the real story? Undercurrent went beyond content — building pricing platforms, trade data tools, and a product-led approach that drives value and retention.🎧 Topics we cover:How Undercurrent grew a global audience in a specialized marketThe evolution from newsroom to data-driven publishing and combining itWhy B2B subscriptions are thriving (and how to sell them)Editorial and sales working together (yes, really)What it takes to build lasting value in niche mediaAnd yes — Tom answers the question: “How much is the fish?”If you work in digital publishing, subscriptions, product, B2B media, or newsroom innovation — this episode is packed with strategies, learnings, and a few laughs along the way.—🎧 Subscribe to Insight Shapes News for conversations on the future of journalism, product thinking, and the strategies shaping the news industry.Chapters:00:00 Trends and Challenges in the Global Seafood Market03:00 Building a Niche Media Powerhouse05:56 The Vision Behind Undercurrent News09:11 Understanding the Seafood Sector11:55 Balancing Coverage: Comprehensive vs. In-Depth15:08 The Shift to Subscription Revenue17:53 Sales Strategy and Customer Engagement21:07 The Importance of Data in Seafood Reporting24:02 Developing a Pricing Portal27:04 Challenges in Data Collection29:56 The Future of Seafood Data Services34:40 Navigating the Seafood Sector's Complexity39:23 The Art of Data-Driven Storytelling43:28 Editorial Decision-Making in Journalism49:36 Building a Global Journalism Team53:00 Hiring for Expertise vs. Talent58:16 Lessons from Building a Niche Media Company01:05:49 The Future of Journalism in an AI World#B2BMedia #NicheMedia #DigitalPublishing #Subscriptions #Journalism #SeafoodIndustry #MediaInnovation #AudienceStrategy #NewsroomTransformation

How can news publishers design better stories, faster — without being held back by rigid CMS systems?In this episode, we talk with Tine Karlsen, CEO and co-founder of Vev, about how storytelling, design, and creative freedom are being reshaped in the digital newsroom. From breaking out of static templates to embracing new formats like scrollytelling, Tine shares how publishers can rethink workflows and build for a mobile-first, attention-scarce world.Whether it’s investigative journalism or branded content, design isn’t just about how things look — it’s about how stories connect, build trust, and perform.In this conversation, we explore:Why traditional CMS systems are limiting creative storytellingThe power of design in building trust and engagementWhat publishers can learn from print — and apply to digitalHow modern teams are blending speed with storytelling qualityThe rise of scrollytelling and interactive news formatsThe role of AI in designing smarter, faster, and at scaleWhy storytelling still needs that human creative touchHosted by Nils Ove Håland Riise, this episode dives into the intersection of content, technology, and storytelling — and how publishers can equip their teams to do more with less, without compromising on quality or creativity.Key Takeaways:Rigid CMS templates limit innovation and storytelling formatsNo-code tools empower faster experimentation and better designGreat storytelling happens when tech, design, and editorial collaboratePublishers must adapt stories to the platform — not one-size-fits-allHuman creativity remains essential, even in an AI-powered futureCheck out Vev at:Website: https://www.vev.design/How to connect with Tine:Linkedin: https://www.linkedin.com/in/tine-karlsen-a33a8765/Chapters:00:00 The Importance of Design in Storytelling03:05 The Role of AI in Content Creation06:01 Understanding VEV and Its Impact on Media09:01 Balancing Speed and Quality in Publishing12:04 Adapting to Changing Reading Habits15:08 Innovative Storytelling Techniques: Scrollytelling17:55 The Intersection of Design and Social Media21:59 Multimedia Approaches in Journalism24:36 Challenges with Content Management Systems27:36 The Role of No-Code Platforms in Publishing32:09 The Evolution of Advertising and Content Marketing36:45 AI's Impact on Design and Content Creation38:28 The Role of Human Creativity in AI-Driven Projects39:22 AI as a Productivity Tool in Content Creation41:14 AI Features and Their Impact on Web Development43:08 The Importance of Human Touch in Design46:03 Future of Storytelling in News Publishing48:27 Best Practices for Publishers Using No-Code Solutions51:39 Collaborative Workflows in Content Creation52:15 Vision for the Future of Web Creation🔥 Don’t forget to like, comment, subscribe, and follow for more episodes on the future of news, storytelling, and media tech.🔍 Keywords:storytelling in journalism, CMS limitations, digital publishing, no-code design, visual storytelling, Vev, scrollytelling, newsroom innovation, branded content, AI in publishing, user experience, mobile-first storytelling, design and engagement, content strategy, modern publishing workflows, future of news, Tine Karlsen, media design, content creation tools

How can a small Local Newsroom in Northern Norway take on one of Investigative journalism’s biggest challenges — and win?In this episode, we talk with Lars Adrian Giske, Head of AI at iTromsø, about how his team built Djinn — the Data Journalism Interface for News Gathering and Notification. This AI-powered tool is transforming how journalists work by surfacing the most newsworthy content from massive piles of public documents.From document overload to AI-powered discovery, Lars shares: The real problem behind FOIA delays and public archivesHow Djinn works to identify relevant stories in real timeWhy involving journalists from day one made all the differenceWhat happened when they scaled the tool across Polaris MediaHow AI is changing investigative journalism, ethics, and newsroom stressWhy the human element will always matter — even in an AI-driven futureHosted by Nils Ove Håland Riise, this conversation dives deep into the future of data-driven journalism, transparency in media, and the rise of AI in local newsrooms — with real-world results that are nothing short of amazing.Key Takeaways:Journalists face massive time waste from public document reviewAI can cut research time by up to 80%Localized AI models increase accuracyTrust, ethics, and collaboration matter more than everJournalists aren’t being replaced — they’re being empoweredThe human judgment behind every story is still irreplaceableChapters:00:00 – The Challenge of Document Overload06:05 – Introducing AI in Journalism12:02 – Building the DJINN Platform17:49 – Scaling DJINN Across Newsrooms23:56 – AI’s Role in Investigative Journalism30:13 – Impact on Storytelling and Transparency40:29 – The Role of AI in Journalism44:31 – Human Element in Journalism48:43 – Expanding AI Solutions in News52:07 – Human in the Loop: Balancing AI and Journalism56:55 – Short-Term Outlook on AI in Journalism01:01:26 – Future of AI Agents in News01:04:22 – Ethics and Technology in Journalism01:08:31 – Reflections on the Journey with AI01:14:35 – Navigating US Tech Influence on European JournalismAI in journalism, data-driven journalism, news gathering, investigative journalism, Djinn platform, iTromsø, local news innovation, transparency in media, machine learning, public documents, human element, ethical journalism, AI agents, media innovation, journalism challenges, data-driven news, future of journalism, newsroom AI🔥 Don’t forget to like, subscribe, and hit the bell for more episodes on AI, journalism, and the future of media.Where can you reach Lars Adrian Giske:Email: giske@itromso.noLinkedin: https://www.linkedin.com/in/lars-adrian-giske-8a277576/

Most news publishers struggle to get even 1% of households to subscribe. Delfi Meedia in Estonia has done what few others have—reaching 18% digital subscription penetration, far ahead of industry benchmarks.Ivar Krustok is the Chief AI & Innovation Officer at Delfi Meedia, one of the most successful digital publishers in the Baltics. With a strong focus on innovation, Delfi has built a subscription model that outperforms other markets globally.In this conversation, Ivar and I discuss:Their success with digital subscriptionsHow bundling all content into one simple subscription changed everythingThe power of clear communication in breaking down silosWhy offering more content, not less, increases subscriber growthThe role of AI in shaping the future of media subscriptionsChapters00:00 Introduction to Estonia's Digital Landscape02:53 The Rise of Estonia as a Digital Powerhouse06:11 Ivar's Journey in Media and Technology11:48 Delfis Subscription Model Success23:49 Content Strategy and Audience Engagement30:03 Bundling Subscriptions for Greater Value36:07 Unexpected Content Success Stories38:57 Understanding Subscriber Growth and Engagement46:29 The Role of Data in Driving Content Strategy55:31 Navigating Subscriber Retention and Churn01:00:14 Leveraging AI for Enhanced Journalism01:08:18 Advice for Publishers on Subscription ModelsWhere can you reach Ivar Krustok:Linkedin: https://www.linkedin.com/in/ivar-krustok-811bb478/

Are you creating content your audience actually needs? Lars K Jensen reveals the power of the User Needs Model in journalism and why understanding your audience is the key to engagement, trust, and business success.Lars is the Audience Lead at Berlingske Media and an expert in audience insights, newsroom transformation, and digital strategy. With years of experience in journalism and publishing, he has helped redefine how media organizations approach content by focusing on what their readers truly value.In this conversation, Lars and Nils discuss why newsroom culture is more important than strategy, how data quality impacts content decisions, and his experience implementing the user needs model at Berlingske Media. They also dive into the delicate balance between automation and human intuition in audience analytics, his previous life as a DJ, and what the future holds for user needs in Journalism and news.Chapters:00:00 Intro03:06 Why Lars Became Interested in User Needs05:59 The User Needs Model Explained08:52 How Newsrooms Can Implement Audience-First Journalism11:39 Why Culture, Not Just Strategy, Drives Change14:00 How Tagging and Data Insights Shape Journalism17:01 Engaging Journalists Without Overwhelming Them20:09 Measuring Success with Audience-Centric Metrics22:59 Why User Needs Bridge the Gap Between Business & Journalism25:39 Creating Internal Hype & Adoption for New Models28:30 How Data Quality & Tagging Define Reliable Insights38:22 The Role of Trust & Community in Modern Journalism41:13 The Balance of Automation & Human Judgment48:48 Demystifying User Needs & Making It Actionable59:34 The DJ Analogy: How Journalism Is Like Reading the Crowd01:06:07 The Future of Community Engagement in NewsFollow Lars Jensen:Linkedin: https://www.linkedin.com/in/larskjensen/Blog: https://productsinpublishing.com/Bluesky: https://bsky.app/profile/larskjensen.dk