"Zetland, the membership-driven news site launched in Denmark in 2012, now counts 50,000 paid subscribers, and the publication has begun expanding its model to other countries. Last year, Zetland - whose cofounder and international director is Jakob Moll, a 2022 Nieman Fellow - lent its support, tech stack, and playbook to Uusi Juttu, in Finland. The site launched in January and now has more than 18,000 paying members."
"Tinmannsvik said Norwegians (like residents of plenty of other countries) are overwhelmed by the news cycle. They're tired of breaking news and want to see more explanatory and analytical journalism, she said. In order to define Demo's editorial vision and strategy, Tinmannsvik and her fellow co-founders (documentary filmmaker Bendik Mondal and community organizer Helle Hoås) will embark on a listening tour this fall, asking Norwegians what's missing from the media landscape and what news they want to see more of."
High trust in news and willingness to pay make the Nordic region attractive for launching news outlets. Zetland launched in Denmark in 2012 and now has 50,000 paid subscribers, and it has started exporting its model. Zetland supported Uusi Juttu in Finland, which launched in January and now has over 18,000 paying members. Zetland is now backing Demo in Norway, a startup run by Norwegian journalists that will receive initial financial support. Demo's founders plan a listening tour to shape an explanatory, analytical editorial vision in response to audience fatigue with breaking news. Tinmannsvik previously led NRK's "constructive journalism" initiative focused on solutions-oriented reporting and combatting news avoidance.
Read at Nieman Lab
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