Zetland Media

Zetland Media is a Copenhagen-based company dedicated to journalism and technology as forces for good.

Back in 2016, we launched the digital newspaper Zetland to help Danish society move forward. It is based on what we've named the Nordic Trust Model for News. Old-school news formats struggle to win the hearts and minds of citizens around the world, especially among younger generations. Zetland began with an idea to rethink what journalism can be. The world needs journalism more than ever, as only well-informed citizens can make the world a better place.

We believe that journalism at its best is honest. It is made by knowledgeable, witty, quirky, flawed, candid humans you want to spend time with. To be worthy of our trust, journalism must be participatory in nature. It is way too important to leave in the hands of journalists, which is why the idea of membership is the focus of the first of our six principles.

Technology has always played a huge part in making journalism useful in everyday life. It has been integral to Zetland from the beginning. We develop technology to bring journalism to life and sometimes to solve concrete problems. One day, to help our journalists achieve more, one of our developers started experimenting with using AI to transcribe audio. This inspired our launch of Good Tape in 2023, a secure and precise service now used by journalists and other professionals in more than 190 countries.

We are taking more steps to grow into an international company. After several years of preparation, in 2024, we are helping a team of inspired Finns towards — possibly — launching a digital newspaper in Finland. As always, it will be up to the community to determine what happens with Uusi Juttu.

Those are our biggest ventures. We have also started publishing books in Denmark in close collaboration with our members, and we have licensed our publishing platform. Other things are on their way. We are fans of the concept of “fire” — as something you really, really, really feel like you have to do. "Got fire? Run with the idea." We have established what we call “the incubator” to help turn ideas into projects and products. If you believe in journalism and technology as forces for good, we encourage you to reach out.