Norwegian group Amedia has more subscribers over 80 than under 40, a problem they’ve been working to address for a long time – while still, unconsciously, writing mainly for their loyal, older readers. A year ago, Amedia’s editorial development department suggested the group try a radical new approach: What if we ignore the metrics on what drives reading in the older loyal subscriber base, and focus only on the under 40s? The team found two local editors willing to try it out, stripping their live dashboards of any data not relating to young readers. The newsrooms quickly learned a key lesson – young people want to read about young people. And, as it turns out, so do older ones.

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Presented by Janne Rygh, Editorial Developer