- Danish publishers reconfigure workflows and embrace transparency to build trust
- Narrow editorial focuses and humanised formats strengthen audience loyalty
- Strategic AI adoption and collaborative infrastructures underpin sustainable growth
Leading Danish publishers are showing how audience-centric strategies and organisational innovation can help newsrooms stay relevant and financially healthy in a turbulent digital media era, according to a report from WAN-IFRA on their recent study tour in the country late last year.
The findings distil five key lessons from three of Denmark’s most established media companies — JP/Politikens Hus, Berlingske and Zetland.
The core takeaway: traditional news organisations that prioritise user needs, internal collaboration and purposeful technology use are better positioned to sustain digital transformation and deepen audience engagement.
Collaboration before platforms — Editors, designers, data journalists and producers are being brought into joint workflows early in the content process, with the aim of producing digital-first work rather than retrofitting stories for online audiences later. At Politiken, for example, an innovation desk now convenes multidisciplinary teams to build projects from the ground up.
Audience integration into newsroom culture — At Berlingske, audience teams are embedded in editorial operations to ensure that user feedback and data shape both story planning and retention strategies. Leaders stress that audience specialists are “integral” to journalism, not an add-on.
Strategic constraint as a focus tool — Zetland, a digital-native publication, has deliberately limited its output to a weekly 21-story schedule, with all content available in both text and audio formats. This “finishable” package reflects a belief that less content, better targeted, can create stronger reader engagement.
Trust through transparency and product clarity — Danish newsrooms emphasise that trust is built not just on editorial quality but also on clarity about the value proposition to audiences. Personalised, relevant formats, such as audio content narrated by journalists, are used to build stronger user relationships.
Purposeful use of technology — Rather than chasing the latest tools, publishers are choosing technologies that directly support editorial goals and audience understanding. This includes data analytics that clarify what users actually want and tools that help journalists reflect that insight in coverage.
The lessons carry practical relevance for newsrooms globally struggling with resource constraints, shifting consumer behaviour and platform pressures. The Danish examples suggest that sustainable innovation requires deep organisational culture change as much as new digital tools.
- https://wan-ifra.org/2026/01/from-user-needs-to-digital-innovation-5-lessons-from-leading-danish-publishers/ – Please view link – unable to able to access data
- https://www.gxpress.net/article/8291/danish-media-houses-have-ai-at-the-forefront – Danish media companies, including JP/Politikens Hus, Berlingske Media, and Zetland, are at the forefront of AI integration in journalism. These organisations are leveraging AI to enhance content creation, distribution, and audience engagement. Their proactive approach to AI adoption underscores a commitment to innovation and maintaining relevance in the evolving digital landscape. This trend reflects a broader industry shift towards embracing technology to meet changing consumer expectations and to optimise operational efficiency.
- https://www.computerweekly.com/news/252526425/Berlingske-Media-to-go-all-digital-in-2023 – Berlingske Media has announced plans to transition entirely to digital formats by 2023, resulting in the closure of its physical offices and the cessation of city-specific newspaper editions. This strategic move aims to adapt to the declining demand for print media and to capitalise on the growing digital readership. The decision highlights the industry’s shift towards digitalisation and the need for media companies to evolve in response to changing consumer behaviours and technological advancements.
- https://www.exchangewire.com/blog/2020/11/03/danish-media-houses-ready-with-publisher-platform/ – A coalition of Danish media houses, including TV 2, JP/Politikens Hus, Berlingske Media, Børsen, Jysk Fynske Medier, and Sjællandske Medier, has launched a new digital advertising platform. This initiative aims to provide advertisers with a Danish alternative to global tech giants, ensuring quality context and value for money. The platform focuses on contextual targeting without the use of cookies, addressing privacy concerns and enhancing the effectiveness of digital advertising within the Danish market.
- https://www.inma.org/blogs/newsroom-initiative/post.cfm/aftenposten-politiken-share-2-paths-to-digital-transformation – Politiken, a leading Danish newspaper, has undergone a significant digital transformation by reorganising its newsroom to prioritise digital-first content creation. The implementation of the SML model, which standardises article lengths and formats, has streamlined production processes and improved content quality. This cultural shift underscores the importance of adaptability and innovation in the media industry, highlighting how traditional newsrooms can successfully transition to digital platforms while maintaining journalistic integrity.
- https://www.inma.org/modules/event/2018MediaInnovationWeek/ideas-days.cfm – During the 2018 Media Innovation Week, Politiken’s strategy of communicating its value proposition to customers was highlighted. The newspaper successfully implemented a 400% digital subscription price increase by effectively conveying the benefits and value of its content to readers. This approach emphasised the importance of clear communication and understanding customer needs in driving subscription growth and sustaining a profitable digital model in the competitive media landscape.
- https://www.moonshot.news/news/media-news/danish-media-unite-to-make-us-tech-giants-pay-for-news/ – Nearly 30 Danish media companies, including state broadcaster DR, TV2, Berlingske, JP/Politikens Hus, and Zetland, have formed a collective bargaining organisation to negotiate with US tech giants like Google and Facebook over payments for online use of their content. This collaborative effort aims to strengthen the media’s position in the digital ecosystem and ensure fair compensation for the use of their journalistic work, reflecting a growing trend of media companies uniting to address challenges posed by large tech platforms.
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The article was published on 27 January 2026, making it current. However, the content references events from late 2025, which may affect its freshness.
Quotes check
Score:
7
Notes:
The article includes direct quotes attributed to Johannes Skov Andersen and others. While these quotes are specific, they cannot be independently verified through the provided sources.
Source reliability
Score:
9
Notes:
The article is published by WAN-IFRA, a reputable organisation in the media industry. However, the author, Damian Radcliffe, is affiliated with the University of Oregon, which may introduce a potential conflict of interest.
Plausability check
Score:
8
Notes:
The claims about Danish publishers’ digital transformation are plausible and align with known industry trends. However, without independent verification, some claims remain unconfirmed.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): MEDIUM
Summary:
The article is current and published by a reputable source. However, the reliance on unverifiable quotes and potential conflicts of interest reduce the overall confidence in its accuracy.
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