The Audience-First Newsroom: How Berlingske is Rewriting the Rules of Engagement
Forget everything you thought you knew about reaching a modern audience. Berlingske, one of Denmark’s oldest newspapers, isn’t relying on legacy strategies. They’re seeing a surge in subscriptions and engagement – not by doubling down on investigative reporting alone, but by fundamentally shifting their focus to audience-centric journalism. A recent case study revealed that news organizations prioritizing user needs see a 20% increase in reader loyalty, and Berlingske is proving that point in practice.
The Generational Divide and the Death of the Long Read
For decades, the news industry operated on a model of delivering information, assuming the audience would seek it out. But today’s younger audiences – those crucial 30-59 year olds Berlingske is targeting, and the Gen Z cohort on the horizon – consume news differently. As Berlingske editor Nina Brotherson points out, traditional storytelling often falls flat. Many simply don’t have the time or inclination for lengthy articles. “Traditional newsroom workflows will not help,” she stated at a recent Newsroom Summit in Copenhagen. This isn’t about a decline in intelligence; it’s about a shift in consumption habits driven by a constant stream of digital stimuli.
Two Questions That Unlock Audience Connection
Berlingske’s innovative approach boils down to two deceptively simple questions, asked at the very beginning of the story-brainstorming process: “Who do we want to matter to?” and “What are we writing about?” This isn’t merely about identifying a demographic; it’s about deeply understanding their needs, concerns, and the questions they’re already asking. It’s a move away from “here’s what happened” to “here’s what this means to you.”
Case Study: The Copenhagen Car Ban
Consider the Copenhagen district’s decision to restrict petrol and diesel vehicles. A standard news report would have focused on the policy itself. Berlingske, however, zeroed in on the daily lives of residents who relied on their cars. They didn’t just report the ban; they explored practical solutions – interviewing a car expert to discuss electric vehicle options and alternative transportation. This reframing transformed a generic news item into a valuable resource, boosting both subscriber attention and new subscriptions. This demonstrates the power of understanding consumer behavior in the media landscape.
Case Study: Relationships, Health, and Authentic Storytelling
Another success story centered on the intersection of relationships and health. Recognizing their target audience’s likely life stage – established relationships, potential marriages – Berlingske explored the often-unspoken physical changes couples experience as they age. A brave couple agreed to share their personal journey, adding a layer of authenticity and emotional resonance. The resulting series wasn’t just informative; it was relatable and sparked conversation, driving significant engagement and subscriptions.
From Byline to Face: The Rise of the Journalist-as-Personality
Berlingske’s willingness to experiment extends beyond topic selection. They’re empowering their younger journalists to inject their own perspectives and experiences into their reporting. One reporter’s piece exploring the impact of intelligence, based on his own IQ score, was a prime example. Launched alongside a podcast, recognizing the preference for audio consumption, the story went viral, sparking discussion on national television and ultimately leading to a sold-out public event featuring the reporter and the expert he interviewed. This illustrates a crucial point: audiences connect with people, not just publications.
Beyond the Article: Building a Universe Around Your Journalists
The event itself – a talk with 150 attendees, half of whom were new to Berlingske – highlights a powerful revenue diversification strategy. It’s no longer enough to simply deliver news; publications must create experiences and foster communities. This approach transforms journalists from anonymous bylines into recognizable personalities, building brand loyalty and attracting new audiences. It’s a model that legacy media can – and should – adopt.
The Future of News: Data-Driven Empathy
Berlingske’s success isn’t accidental. It’s the result of a deliberate strategy driven by data and a willingness to embrace change. The key takeaway isn’t simply to “listen to your audience,” but to actively use data to understand their needs and then empower journalists to respond with relevant, engaging, and personal stories. The future of news isn’t about competing with social media; it’s about offering something social media can’t: depth, context, and a human connection. The challenge for news organizations now is to cultivate a culture of audience engagement and embrace the power of data-driven empathy. What are your predictions for the evolution of audience-centric journalism? Share your thoughts in the comments below!
