Austrian start-up Jetzt will blend audio and text

The Austrian media entrepreneur Florian Novak has unveiled plans for Jetzt, set to launch in 2025, which will feature two in-depth articles each day available in both written and audio formats, accompanied by discussions. This initiative is intended to serve as a sanctuary for readers navigating the tumult of modern news, not only challenging the issue of misinformation but also attempting to foster meaningful public discourse.

Spearheading this project, Novak drew inspiration from Denmark’s successful Zetland. With innovative technology and a content delivery strategy focused on member engagement, Zetland seeks to stand apart from traditional news outlets by likening its competition to streaming giants such as Spotify and Netflix rather than other news providers.

Zetland has amassed around 42,000 paying members who primarily consume content in audio format; over half of their subscribers are aged between 20 and 39.

The ethos behind Jetzt involves building trust through fact-based reporting and independence. Novak emphasised the urgency of addressing issues such as fake news, filter bubbles and declining public trust — particularly among younger demographics. By positioning the publication as a reliable source of information and intelligent discourse, he intends to foster a community where readers feel engaged and valued. The involvement of readers is central to the operational philosophy; Novak has committed to creating a “permanent dialogue” with members, allowing them to directly interact with the authors and engage in discussions around the published articles.

Zetland will serve as a strategic partner for Jetzt, providing technological support while allowing for operational independence. This relationship mirrors a trend where emerging digital content platforms seek partnerships that allow them to harness sophisticated technology without sacrificing editorial control. Novak made it clear during a press conference that while Zetland is an inspiration, it does not have a financial stake in Jetzt. He underscored his commitment to independence, though he refrained from providing specifics about initial funding sources, only stating that he himself is among the investors.

Novak is currently searching for an editor-in-chief with a notable reputation in journalism. This individual will be crucial in assembling a team of approximately ten to twelve writers and content creators, focusing on providing high-quality, innovative journalism. Novak’s aspirations align with current industry challenges surrounding subscriber retention and content fatigue, as he envisions Jetzt as a response to the decreasing willingness to pay for online journalism.

The issue of subscriber fatigue, prevalent in subscription-based content models, necessitates innovative approaches to retain customers. Novak acknowledges the lower appetite for paid content in the Austrian market, contrasted with Scandinavian countries where consumers are more accustomed to such offerings. As a way to enhance membership value, advertising might complement membership income, with Novak expressing his willingness to explore this avenue to keep subscription prices manageable.

Source: Noah Wire Services