Zetland

Zetland

Zetland

Zetland was launched as a digital newspaper in 2016, backed by a small community of engaged Danish citizens who believed in a new path for journalism. The membership grew slowly at first, then quickly. In 2019, we became profitable as a business, and we have continued to grow ever since.

Guided by our community, we strive in every possible way to make journalism contribute to our idea of a healthy democracy. We believe citizens should be well-informed about the present and curious about the future. We want Danish society to gain the wisdom necessary to meet the challenges we face, both locally and globally. Our daily journalism offers a convenient path to becoming the engaged citizens and interesting conversation partners we all aspire to be.

We are not fans of cynicism, clickbait, doomscrolling, oversimplifying the complexities of reality, or overwhelming users with more dramatic headlines than the human mind can process in a lifetime.



We have received international acclaim for our audio journalism, user experience, live journalism, and groundbreaking work in establishing a business model for journalism that is funded, supported, and driven forward by its members. We believe attention is a valuable commodity. We have never run an ad. Our rent is paid by those who find value and meaning in our work – a business model we find extremely meaningful.



Zetland is run by a team of more than 50, mostly journalists and developers. We serve more than 40,000 members, representing one percent of the adult Danish population. While we're in the business of journalism, we're more than that. We think of ourselves as a movement that champions a well-informed, engaged, and empowered society.

Our product seamlessly blends audio with text in our award-winning app. With 50 percent of our members under the age of 35, we demonstrate that young people are (of course!) eager to understand the world they are a part of – they simply desire journalism that resonates on a human level. No formal attire behind a desk. No sensationalist headlines about the worst possible outcomes. No flood of information. Instead, we offer knowledgeable humans who are transparent about their motivations and tell stories in ways that make you want to listen and engage with the world, as it is and as it could be.



The six principles behind our journalism

#1 - We are our members

Zetland is guided by the citizens who choose to contribute to its mission. We exist to give meaning to their lives and improve the public conversation.

#2 - We do not contribute to information overload

We focus on the defining issues of our time, not on what happened five minutes ago.

#3 - We try to explain, not simplify, the world

Most of the great questions of our time are full of nuances and dilemmas. That’s what makes understanding and discussing them so exciting.

#4 - We fight cynicism and search for solutions

When we explore current problems, we also delve into their possible solutions and all the other things that bind us together as opposed to splitting us apart.

#5 - Our technology is human-friendly

No distractions, no ads, no shadowy tracking. The constant bombardment of our attention has to stop. We try to make a calm and enjoyable experience out of focusing on what really matters.

#6 - We are passionate about our journalism and honest about everything we do

Journalists used to put on a suit and tie and expect the public to believe what they said. That’s not how trust works anymore. We are open about our values and decisions and the many things we don't know.