What will a traditional media outlet look like in ten years?
At our recent Hanegal event, we brought together sharp minds from the media industry to explore the big question: What is a traditional media outlet in ten years? Here’s a summary of the inspiring talk.
A summary
We’re living in a time where the media industry is transforming at an unprecedented pace, fuelled by digital and technological innovation. Traditional media is adapting to a new, dynamic reality — one where tech giants have made their mark, AI is on the rise, user-generated content is growing exponentially, and consumption patterns are shifting again and again.
But if we zoom out, the consensus from the panel was clear — the future of traditional media is less about format and more about content, purpose and curation.
The enduring value of journalism
Stine Carsten Kendal (Dagbladet Information) highlighted that while platforms change, the core of journalism — trust, editorial values, and thoughtful curation — remains essential and holds great value for the selective consumer. “Traditional” media based on thoughtful and trusted journalism is still for many a preferable alternative to algorithm-driven snackable content.
More intimacy, less quantity
Clara Mai Kunstmann (r8Dio) spoke about a future shift away from mass output toward more meaningful, personal connections through niche storytelling and world building - and the bravery to publish content people didn’t know they needed, but end up deeply valuing.
Curation as a shared responsibility
Ronnie Hansen (Storytel & DR) encouraged us to shape a future where we look inward, because mindful media use starts with the individual - not by the curation of media outlets alone. As AI tailors more of what we see, the risk of echo chambers rises — and with that, the need for users to take greater ownership of their own content choices.
A thriving future for traditional media?
We’re giving no absolute truths. But based on the great insights of our panelists, a thriving traditional media outlet could be one that delivers trusted, curated journalism with depth and personality - fostering meaningful connections while empowering users to engage consciously in a fragmented, AI-shaped media landscape.
A big thank you to our moderator David Guldager and our panelists for navigating this important topic with such clarity and depth.
See you at a future Hanegal.
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