#11 The News Homepage that wanted to be Smart. Dana Schlüenzen at Hamburger Morgenpost (MOPO)
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 thereHow “black box” algorithms undermine editorial trustThe breakthrough: personalization with transparency and controlWhy direct engagement matters more as social/search traffic declinesLessons from testing on MOPO’s HSV football pageReal results: 32% CTR growth and happier readersThe cultural shift that turned skeptics into advocatesIf 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.—🎧 Subscribe to Insight Shapes News for conversations on the future of journalism, personalization, and the strategies shaping the media industry.Chapters00:00 The Importance of Homepage Engagement03:41 Challenges of Personalization in News07:16 Balancing Control and Algorithmic Recommendations11:09 The Role of Editorial Teams in Personalization14:45 Testing and Learning from Personalization Strategies18:17 Measuring Success: CTR and User Engagement22:21 Cultural Shifts in Newsrooms25:51 Future of Personalization in Journalism
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#10 The AI Agent Age In News: Why Ippen Media Built a Lab for the Future of Journalism. Markus Franz at Ippen Media
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 newsroomWhy the future has no buttons — just voiceHow 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 relevantBuilding tools for the audience — not just the journalistThe one trait Markus looks for in every lab hirePlus: 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.—🎧 Subscribe to Insight Shapes News for conversations on the future of journalism, product thinking, and the strategies shaping the media industry.
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#9 The Buying Shift: What Publishers Must Understand About Modern Media Buying. Ann Jack at WPP
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 ImportantThe power of first-party data (and who’s using it well)Why siloed formats and walled gardens block growthHow WPP uses AI to optimize cross-channel campaignsWhat media sellers must know about Gen Z consumption habitsWhat media must know about Gen Z consumption habitsAnd why attention, attribution, and access matter more than everWhether 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.—🎧 Subscribe to Insight Shapes News for conversations on the future of journalism, product thinking, and the strategies shaping the media industry.Chapters00:00 The Shift in Media Spending02:48 Challenges for Publishers in the Digital Age05:57 Navigating the Media Landscape: A Personal Journey08:53 The Consolidated Media Landscape in Norway12:07 Attracting Advertisers: The Appeal of Big Tech14:59 Engaging Younger Audiences: The Role of Publishers18:05 Building Strong Partnerships with Publishers21:07 The Importance of Trust in Media23:59 Adapting to Changing Consumer Behavior28:09 The Shift in Content Consumption30:00 Evolution of Advertising Formats32:35 Programmatic Advertising Innovations35:15 Challenges for Publishers39:27 Future of Media and Content Delivery45:06 The Role of Publishers in a Changing Landscape
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#8 Journalism That Pays Its Own Bills: AI, independence & Purpose. Kjersti Løken Stavrum at Tinius Trust, the Owner of Schibsted
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 mediaThe thinking behind separating media from Schibsted’s high-margin marketplace businessThe OpenAI agreement — how it came together, what it covers, and what’s nextWhat changes when journalism gets full strategic focusServing Gen Z without compromising on editorial standardsPress freedom, platform power, and the case for building European tech infrastructureWhy independence still depends on one thing: being able to pay your own billsIf 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.—Chapters00:00 The Impact of Technology on Media06:02 Understanding the Tinius Trust11:46 The Shift in Media Ownership17:54 Challenges of Journalism in a Digital Age23:51 Engaging the Younger Audience30:13 The Role of Algorithms in Journalism32:26 The Importance of Trust in Journalism38:10 Revenue Streams and the Future of Media44:20 AI's Role in Journalism53:59 Future Outlook for Journalism01:00:26 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.
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#7 From Anonymous to Subscriber: Strategy Behind Successful Media Funnels. Madeleine White at Poool & The Audiencers
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 subscriberHow registration unlocks first-party data and multiplies subscription conversionWhat great onboarding looks like (and why most publishers skip it)How publishers like Blick, Clarin, and Jeune Afrique are personalizing at scaleThe power of community and why it’s no longer optionalBridge roles: the unsung heroes connecting editorial, product, and marketingWhat retention actually means — and how to win back churned subscribersMadeleine’s top lessons from running The Audiencers and working with publishers worldwideIf 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.—🎧 Subscribe to Insight Shapes News for conversations on the future of journalism, audience strategy, and the strategies shaping the news industry.
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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