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 readers
How Medietall measures reach, subscriptions, and behavior across 190+ titles
Why “apples to apples” data lets Norwegian media stand stronger against Big Tech
The unique Norwegian mix: high subscriptions, direct traffic, and logged-in users
How advertisers actually use these numbers — and why many still default to global platforms
What success looks like for Medietall: stability, quality, and constant adaptation
The road ahead: video, audio, AI, and measuring trust as the next big KPI
If 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.
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🎧 Subscribe to Insight Shapes News for conversations on the future of journalism, personalization, and the strategies shaping the media industry.
Chapters
00:00 The State of Norwegian News Media
05:38 The Importance of Data Sharing in Media
11:19 Trust and Collaboration Among Publishers
17:14 Advertising Value and Media Reach
22:58 Unique Aspects of the Norwegian Media Market
28:49 Future Outlook for Media and Data
34:36 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 there
How “black box” algorithms undermine editorial trust
The breakthrough: personalization with transparency and control
Why direct engagement matters more as social/search traffic declines
Lessons from testing on MOPO’s HSV football page
Real results: 32% CTR growth and happier readers
The cultural shift that turned skeptics into advocates
If 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.
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🎧 Subscribe to Insight Shapes News for conversations on the future of journalism, personalization, and the strategies shaping the media industry.
Chapters
00:00 The Importance of Homepage Engagement
03:41 Challenges of Personalization in News
07:16 Balancing Control and Algorithmic Recommendations
11:09 The Role of Editorial Teams in Personalization
14:45 Testing and Learning from Personalization Strategies
18:17 Measuring Success: CTR and User Engagement
22:21 Cultural Shifts in Newsrooms
25:51 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 newsroom
Why the future has no buttons — just voice
How 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 relevant
Building tools for the audience — not just the journalist
The one trait Markus looks for in every lab hire
Plus: 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.
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🎧 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 Important
The power of first-party data (and who’s using it well)
Why siloed formats and walled gardens block growth
How WPP uses AI to optimize cross-channel campaigns
What media sellers must know about Gen Z consumption habits
What media must know about Gen Z consumption habits
And why attention, attribution, and access matter more than ever
Whether 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.
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🎧 Subscribe to Insight Shapes News for conversations on the future of journalism, product thinking, and the strategies shaping the media industry.
Chapters
00:00 The Shift in Media Spending
02:48 Challenges for Publishers in the Digital Age
05:57 Navigating the Media Landscape: A Personal Journey
08:53 The Consolidated Media Landscape in Norway
12:07 Attracting Advertisers: The Appeal of Big Tech
14:59 Engaging Younger Audiences: The Role of Publishers
18:05 Building Strong Partnerships with Publishers
21:07 The Importance of Trust in Media
23:59 Adapting to Changing Consumer Behavior
28:09 The Shift in Content Consumption
30:00 Evolution of Advertising Formats
32:35 Programmatic Advertising Innovations
35:15 Challenges for Publishers
39:27 Future of Media and Content Delivery
45:06 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 media
The thinking behind separating media from Schibsted’s high-margin marketplace business
The OpenAI agreement — how it came together, what it covers, and what’s next
What changes when journalism gets full strategic focus
Serving Gen Z without compromising on editorial standards
Press freedom, platform power, and the case for building European tech infrastructure
Why independence still depends on one thing: being able to pay your own bills
If 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.
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Chapters
00:00 The Impact of Technology on Media
06:02 Understanding the Tinius Trust
11:46 The Shift in Media Ownership
17:54 Challenges of Journalism in a Digital Age
23:51 Engaging the Younger Audience
30:13 The Role of Algorithms in Journalism
32:26 The Importance of Trust in Journalism
38:10 Revenue Streams and the Future of Media
44:20 AI's Role in Journalism
53:59 Future Outlook for Journalism
01:00:26 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 subscriber
How registration unlocks first-party data and multiplies subscription conversion
What great onboarding looks like (and why most publishers skip it)
How publishers like Blick, Clarin, and Jeune Afrique are personalizing at scale
The power of community and why it’s no longer optional
Bridge roles: the unsung heroes connecting editorial, product, and marketing
What retention actually means — and how to win back churned subscribers
Madeleine’s top lessons from running The Audiencers and working with publishers worldwide
If 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.
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🎧 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 operations
Build vs. buy: when to partner, when to invest, and how to avoid dead ends
The hidden value of AI pilots (it’s not just time savings)
How to structure teams for real collaboration across editorial, product, and tech
Why leadership buy-in and bottom-up experimentation must co-exist
What’s next for newsrooms as AI becomes business-as-usual
Whether 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 Newsrooms
02:53 Frameworks for AI Implementation
05:45 Understanding the Build vs. Buy Dilemma
09:00 The Role of Empathy in Transformation
12:12 Zooming Out: The Bigger Picture
14:47 Experimentation and Learning
18:08 Navigating the AI Landscape
20:54 Trust and Transparency in AI
23:46 Measuring Success in AI Initiatives
31:23 Defining Success in AI Experiments
34:51 Unintended Consequences of AI Experiments
38:58 The Importance of Team Dynamics in AI Projects
43:51 Scaling AI Initiatives in Large Organizations
49:23 Gaining Leadership Buy-In for AI Projects
51:58 Evaluating AI Experimentation and Future Directions
54:52 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 market
The evolution from newsroom to data-driven publishing and combining it
Why 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 media
And 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.
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🎧 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 Market
03:00 Building a Niche Media Powerhouse
05:56 The Vision Behind Undercurrent News
09:11 Understanding the Seafood Sector
11:55 Balancing Coverage: Comprehensive vs. In-Depth
15:08 The Shift to Subscription Revenue
17:53 Sales Strategy and Customer Engagement
21:07 The Importance of Data in Seafood Reporting
24:02 Developing a Pricing Portal
27:04 Challenges in Data Collection
29:56 The Future of Seafood Data Services
34:40 Navigating the Seafood Sector's Complexity
39:23 The Art of Data-Driven Storytelling
43:28 Editorial Decision-Making in Journalism
49:36 Building a Global Journalism Team
53:00 Hiring for Expertise vs. Talent
58:16 Lessons from Building a Niche Media Company
01:05:49 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 storytelling
The power of design in building trust and engagement
What publishers can learn from print — and apply to digital
How modern teams are blending speed with storytelling quality
The rise of scrollytelling and interactive news formats
Hosted 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 formats
No-code tools empower faster experimentation and better design
Great storytelling happens when tech, design, and editorial collaborate
Publishers must adapt stories to the platform — not one-size-fits-all
Check 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 Storytelling
03:05 The Role of AI in Content Creation
06:01 Understanding VEV and Its Impact on Media
09:01 Balancing Speed and Quality in Publishing
12:04 Adapting to Changing Reading Habits
15:08 Innovative Storytelling Techniques: Scrollytelling
17:55 The Intersection of Design and Social Media
21:59 Multimedia Approaches in Journalism
24:36 Challenges with Content Management Systems
27:36 The Role of No-Code Platforms in Publishing
32:09 The Evolution of Advertising and Content Marketing
36:45 AI's Impact on Design and Content Creation
38:28 The Role of Human Creativity in AI-Driven Projects
39:22 AI as a Productivity Tool in Content Creation
41:14 AI Features and Their Impact on Web Development
43:08 The Importance of Human Touch in Design
46:03 Future of Storytelling in News Publishing
48:27 Best Practices for Publishers Using No-Code Solutions
51:39 Collaborative Workflows in Content Creation
52:15 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:
Hosted 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:
Chapters:
00:00 – The Challenge of Document Overload
06:05 – Introducing AI in Journalism
12:02 – Building the DJINN Platform
17:49 – Scaling DJINN Across Newsrooms
23:56 – AI’s Role in Investigative Journalism
30:13 – Impact on Storytelling and Transparency
40:29 – The Role of AI in Journalism
44:31 – Human Element in Journalism
48:43 – Expanding AI Solutions in News
52:07 – Human in the Loop: Balancing AI and Journalism
56:55 – Short-Term Outlook on AI in Journalism
01:01:26 – Future of AI Agents in News
01:04:22 – Ethics and Technology in Journalism
01:08:31 – Reflections on the Journey with AI
01:14:35 – Navigating US Tech Influence on European Journalism
AI 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.no
Linkedin: 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:
Chapters
00:00 Introduction to Estonia's Digital Landscape
02:53 The Rise of Estonia as a Digital Powerhouse
06:11 Ivar's Journey in Media and Technology
11:48 Delfis Subscription Model Success
23:49 Content Strategy and Audience Engagement
30:03 Bundling Subscriptions for Greater Value
36:07 Unexpected Content Success Stories
38:57 Understanding Subscriber Growth and Engagement
46:29 The Role of Data in Driving Content Strategy
55:31 Navigating Subscriber Retention and Churn
01:00:14 Leveraging AI for Enhanced Journalism
01:08:18 Advice for Publishers on Subscription Models
Where 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 Intro
03:06 Why Lars Became Interested in User Needs
05:59 The User Needs Model Explained
08:52 How Newsrooms Can Implement Audience-First Journalism
11:39 Why Culture, Not Just Strategy, Drives Change
14:00 How Tagging and Data Insights Shape Journalism
17:01 Engaging Journalists Without Overwhelming Them
20:09 Measuring Success with Audience-Centric Metrics
22:59 Why User Needs Bridge the Gap Between Business & Journalism
25:39 Creating Internal Hype & Adoption for New Models
28:30 How Data Quality & Tagging Define Reliable Insights
38:22 The Role of Trust & Community in Modern Journalism
41:13 The Balance of Automation & Human Judgment
48:48 Demystifying User Needs & Making It Actionable
59:34 The DJ Analogy: How Journalism Is Like Reading the Crowd
01:06:07 The Future of Community Engagement in News
Follow Lars Jensen:
Linkedin: https://www.linkedin.com/in/larskjensen/
Blog: https://productsinpublishing.com/
Bluesky: https://bsky.app/profile/larskjensen.dk
