The Evolution of News Consumption

The media landscape is in constant flux. Traditional journalistic approaches, honed over decades, are increasingly challenged by evolving audience behaviors. Today’s news consumers, particularly those aged 30-59 – and increasingly those in their 20s – often prioritize convenience and relevance over exhaustive reporting. This necessitates a fundamental rethinking of how news is created and delivered.

Berlingske Media, a prominent Danish newspaper now under the ownership of Amedia, Norway’s largest newspaper publisher, is at the forefront of this transformation. What began as a small initiative among its younger journalists has blossomed into a distinctly personal style of storytelling, one that directly addresses the audience’s concerns and interests.

“We are driving innovation by turning user insights into actionable editorial strategies, standing on a lot of data delivered by our audience development lead,” explained Nina Brorson, Editor at Berlingske, during a recent Newsroom Summit in Copenhagen.

Two Questions That Reshape Storytelling

Berlingske’s approach centers on a deceptively simple premise: before embarking on any story, the team asks two fundamental questions:

• Who do we want to matter to?
• What are we writing about?

This focus on audience relevance is not merely a stylistic choice; it’s a strategic imperative. As Brorson emphasized, “We should ask questions that are relevant for our users. If we ask the same questions as all other journalists, our pieces won’t be unique.”

Did You Know?:

Case Study 1: Rethinking the Copenhagen Car Ban

When a district in Copenhagen announced restrictions on petrol and diesel vehicles, the initial news angle was predictable. However, Berlingske’s team recognized an opportunity to connect with a specific segment of the population: Copenhagen residents who relied on their cars. Instead of simply reporting the news, they delved into the practical implications for these drivers.

They interviewed a car expert, exploring questions such as alternative transportation options and the feasibility of switching to electric vehicles. The expert’s insight – that the timing was ideal for upgrading to an electric car – provided readers with valuable, actionable information. This reframing transformed a standard news item into a highly relevant and useful resource, resulting in increased subscriber engagement and new subscriptions.

Case Study 2: Navigating Relationships and Health

Berlingske’s team also identified a gap in coverage surrounding the intersection of relationships and health. Recognizing that their target audience was likely in long-term relationships and interested in maintaining a strong partnership, they explored the often-unspoken physical changes that couples experience as they age.

A courageous couple volunteered to share their personal journey, lending authenticity and emotional depth to the story. This unique and relatable narrative resonated with readers, driving subscriptions and sparking conversation.

Pro Tip:

Empowering Younger Journalists, Expanding Revenue Streams

The success of these initiatives has also stemmed from a willingness to embrace new perspectives and formats. Berlingske has actively encouraged its younger journalists to experiment with personal storytelling, recognizing that their lived experiences and digital fluency can unlock new avenues for engagement.

One journalist, for example, wrote a piece exploring the impact of intelligence on daily life, based on his own IQ score. This personal approach, while unconventional, proved remarkably popular. The story was not only well-received but also spawned a podcast adaptation, catering to audiences who prefer audio content.

The impact extended beyond readership. The journalist and the expert he interviewed were invited to appear on a prominent Danish talk show, further amplifying the story’s reach and building brand recognition for both the reporter and Berlingske. The story culminated in a sold-out talk event, attracting 150 attendees – a mix of existing subscribers and new faces.

What role do you think personal narratives should play in modern journalism? And how can news organizations best leverage the unique perspectives of their younger reporters?

These examples demonstrate that by prioritizing audience needs and empowering younger journalists, news organizations can not only reach new audiences but also unlock new revenue streams and strengthen their brand.

Berlingske’s approach underscores a crucial point: in an increasingly competitive media landscape, relevance and authenticity are paramount. The future of journalism lies in forging genuine connections with audiences and delivering content that truly matters to their lives.

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