Danish Media Company Zetland Expands Membership Model Across Scandinavia, Eyes Germany
COPENHAGEN, Denmark – Zetland, a Danish media company pioneering a membership-driven news model, is rapidly expanding its footprint across Scandinavia, with plans to launch in Germany later this year. Founded in 2012, the publication now boasts over 40,000 paying members and is demonstrating a successful formula for sustainable journalism in a challenging media landscape.
Zetland distinguishes itself through a focus on in-depth, character-driven stories, publishing only a handful of articles daily. A key component of its success is its commitment to audio, with all articles recorded by the journalists themselves. However, the company’s co-founder and international director, Jakob Moll, emphasizes the importance of “mission-driven campaigning,” particularly annual “ambassador campaigns” where existing members recruit new subscribers.
This campaigning expertise proved transferable to Finland, where Zetland launched Uusi Juttu last year following a crowdfunding campaign. Uusi Juttu has already surpassed 20,000 paying members. More recently, Zetland concluded a launch campaign in Norway, with its second offshoot, Demo, slated to go live later in 2026.
The Norwegian launch, however, presented unique challenges. While the Finnish campaign benefited from a less saturated journalism market, Norway’s competitive landscape required Zetland to invest in a significant advertising campaign through local media giant Amedia to reach older demographics. The crowdfunding campaign for Demo reached its goal of 5,000 members, but did so at the last minute.
“There’s probably a lot of factors, but one is that the journalism market in Norway is famously saturated, while there was perhaps a lack of competition in Finland,” Moll explained. He also noted difficulty connecting with the 40-60 age group in Norway, a demographic typically more financially stable and engaged with journalism.
Zetland’s expansion strategy centers on identifying local co-founders who understand their respective markets. Moll stresses that each publisher operates independently, both editorially and strategically, despite Zetland holding a majority ownership stake. “We help them get the car ready, and then it is up to them to decide where to drive it,” he said.
The company’s approach to audience engagement extends beyond subscription drives. Zetland prioritizes building trust through transparency and two-way communication, a departure from traditional media models. Moll draws inspiration from platforms like Wikipedia and even community-focused businesses like craft breweries, emphasizing the importance of fostering a relationship between journalist and citizen.
Looking ahead, Zetland is setting its sights on Germany, having already hired initial staff for the launch. The company also plans to explore expansion into other polarized European countries, as promised to its members during its annual ambassador campaign.
Moll believes a key lesson for legacy media is recognizing the need to redefine the relationship with audiences. “I often have a hard time figuring out what [legacy news sites] want with me: ‘What is the actual purpose of this in my life?’” he said. “We need to be humble and to listen.” He also points to a “style crisis” in journalism, advocating for a more conversational tone that resonates with younger audiences.
As of November 2020, Zetland had over 18,000 subscribers, a figure that has more than doubled since then. The company’s success offers a potential roadmap for sustainable journalism in an era of declining trust in traditional media and evolving audience expectations.