Insight Shapes News is a podcast hosted by Nils Ove Håland Riise, who works at Kilkaya, a leader in analytics and informed personalization for news and publishe...
#2 Cracking the Subscription Code for News: How Delfi Meedia Reached 18% Household Penetration In A Country? Ivar Krustok at Delfi Meedia
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:Their success with digital subscriptionsHow bundling all content into one simple subscription changed everythingThe power of clear communication in breaking down silosWhy offering more content, not less, increases subscriber growthThe role of AI in shaping the future of media subscriptionsChapters00:00 Introduction to Estonia's Digital Landscape02:53 The Rise of Estonia as a Digital Powerhouse06:11 Ivar's Journey in Media and Technology11:48 Delfis Subscription Model Success23:49 Content Strategy and Audience Engagement30:03 Bundling Subscriptions for Greater Value36:07 Unexpected Content Success Stories38:57 Understanding Subscriber Growth and Engagement46:29 The Role of Data in Driving Content Strategy55:31 Navigating Subscriber Retention and Churn01:00:14 Leveraging AI for Enhanced Journalism01:08:18 Advice for Publishers on Subscription ModelsWhere can you reach Ivar Krustok:Linkedin: https://www.linkedin.com/in/ivar-krustok-811bb478/
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#1 The User Needs Expert: Are You Creating Content Your Audience Actually Needs? Lars Jensen at Berlingske Media
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 Intro03:06 Why Lars Became Interested in User Needs05:59 The User Needs Model Explained08:52 How Newsrooms Can Implement Audience-First Journalism11:39 Why Culture, Not Just Strategy, Drives Change14:00 How Tagging and Data Insights Shape Journalism17:01 Engaging Journalists Without Overwhelming Them20:09 Measuring Success with Audience-Centric Metrics22:59 Why User Needs Bridge the Gap Between Business & Journalism25:39 Creating Internal Hype & Adoption for New Models28:30 How Data Quality & Tagging Define Reliable Insights38:22 The Role of Trust & Community in Modern Journalism41:13 The Balance of Automation & Human Judgment48:48 Demystifying User Needs & Making It Actionable59:34 The DJ Analogy: How Journalism Is Like Reading the Crowd01:06:07 The Future of Community Engagement in NewsFollow Lars Jensen:Linkedin: https://www.linkedin.com/in/larskjensen/Blog: https://productsinpublishing.com/Bluesky: https://bsky.app/profile/larskjensen.dk
Insight Shapes News is a podcast hosted by Nils Ove Håland Riise, who works at Kilkaya, a leader in analytics and informed personalization for news and publishers.
The podcast features deep-dive conversations with industry experts, covering topics such as editorial insights, audience engagement, AI-driven personalization, and the evolving relationship between technology and newsrooms.
With a focus on practical applications and real-world experiences, Insight Shapes News explores how data, innovation, and editorial strategies shape the future of journalism.
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