8:19 pm - April 16, 2025
Troels Behrendt Jørgensen, digital director of Politiken, outlines the challenges and strategies for traditional media to thrive in a rapidly changing landscape.
Media companies must look beyond old rivalries as they seek to provide value for their readers according to Troels Behrendt Jørgensen, digital director of the renowned Danish newspaper Politiken.
Jørgensen shared insights on the paper’s adaptation strategies during an interview with La Nacion.
Politiken has embraced digital transformation, expanding beyond its historical reliance on print subscriptions. It now invests in diverse formats, including live events and audio content.
Jørgensen noted that the success of such initiatives hinges on creating meaningful relationships with readers, thus ensuring they find enough value in the content to justify their financial support. “There is no other way but to find a model that provides real value to the audience so that they are willing to pay for the content,” he said.
Collaboration plays a pivotal role in navigating today’s fragmented media ecosystem. The challenges posed by competition and the prevalence of AI-generated content necessitate media organisations to forge partnerships, even with former rivals. Jørgensen cited Politiken’s collaboration with The New York Times as a model for future alliances. “Today’s competitor can be tomorrow’s partner,” he said, underscoring the importance of being adaptable in the face of emerging industry challenges.
Traditional media face numerous hurdles during this transition, including the need to manage changes in revenue models without sacrificing quality. Jørgensen shared that Politiken has adjusted its revenue composition to rely predominantly on content sales, with approximately 80% of its income now coming from this source, contrasting with just 20% from advertising.
As social media’s significance wanes due to algorithm changes, Politiken is actively focusing on fostering direct connections with its audience. The publication has turned towards developing audio content, live events, and digital merchandise as part of a broader strategy centred on maintaining engagement with readers.
Jørgensen described subscription models as vital to the financial viability of modern media, saying it is challenging to envision a future where they do not primarily drive digital sustainability.
With regard to artificial intelligence, Jørgensen explained that Politiken has invested significantly in AI technologies that enhance journalistic practices rather than undermine them. He asserted the need for maintaining editorial integrity amidst the surge of AI usage, highlighting that the brand’s reputation relies on human oversight and quality control.
As younger audiences exhibit shifting expectations, Jørgensen noted the necessity of meeting them in their preferred spaces. He pointed out Politiken’s successful audio strategy as an example of adapting content to engage this demographic without compromising journalistic integrity.
Source: Noah Wire Services
- https://www.inma.org/blogs/newsroom-initiative/post.cfm/aftenposten-politiken-share-2-paths-to-digital-transformation – This article discusses Politiken’s digital transformation, including changes in workflow and content production strategies, which aligns with Jørgensen’s insights on adapting to the evolving media landscape.
- https://www.inma.org/blogs/newsroom-initiative/post.cfm/aftenposten-politiken-share-2-paths-to-digital-transformation – It highlights Politiken’s efforts to become digitally sustainable by streamlining processes and focusing on digital content, reflecting Jørgensen’s emphasis on innovation and adaptation.
- https://www.noahwire.com – This source provides the original context for Troels Behrendt Jørgensen’s interview, where he discusses Politiken’s strategies for digital transformation and maintaining core identity.
- https://www.nytimes.com/ – The New York Times is mentioned as a partner in Politiken’s collaborative efforts, illustrating the importance of alliances in the media industry as highlighted by Jørgensen.
- https://www.politiken.dk/ – Politiken’s official website showcases its digital content offerings, including audio and live events, which are central to its strategy for engaging audiences and adapting to changing media consumption patterns.
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 narrative is recent, referencing current challenges in the media landscape and strategies for digital transformation. However, it does not contain specific time-sensitive information that would indicate it is entirely new or breaking news.
Quotes check
Score:
9
Notes:
Direct quotes from Troels Behrendt Jørgensen are included, but no specific online sources were found to verify them as original. This suggests they might be from the interview with LA NACION.
Source reliability
Score:
8
Notes:
The narrative originates from LA NACION, a well-established publication. However, the reliability could be higher if it were from a globally recognized outlet like the Financial Times or BBC.
Plausability check
Score:
9
Notes:
The claims about media innovation and collaboration are plausible and align with current industry trends. The emphasis on digital transformation and subscription models is consistent with the challenges faced by traditional media outlets.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative appears to be recent and well-aligned with current media trends. The quotes seem original, and the source is reputable. The plausibility of the claims is high, supporting a positive overall assessment.
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