Oslo, Norway – August 11, 2025 – Norwegian media group Amedia has seen a remarkable uptake in its new youth access program, offering all 15- to 20-year-olds free digital subscriptions to more than 120 local and national newspapers.

Launched on June 23, the initiative has already attracted over 36,000 registrations in just seven weeks — a response the company describes as “far beyond expectations.”

Amedia, Norway’s leading media group, produces trusted journalism from almost 1,400 journalists across the country and via partner titles. The program is supported by the Amedia Foundation and aims to strengthen young people’s relationship with editor-led journalism in an era dominated by global digital platforms.

“We believed the offer would be well received, but this early response proves that young people do want credible, local and national journalism — especially when it’s relevant to their lives and communities,” said Marte Ingul, Executive Vice President for Public Relations and Communications and Project Owner at Amedia. “The engagement shows there is room to build lasting media habits among younger generations.”

Strengthening Trust and Media Literacy

According to Ingul, the program is designed to boost media literacy and civic understanding, particularly in an election year. With the 2025 Media Survey highlighting that over one in four young Norwegian men have low or no trust in editor-led media, it is notable that 50% of Amedia’s new youth users are male — a demographic traditionally harder for news publishers to reach.

“For the industry, this is encouraging. It shows we can engage this audience with relevant, fact-checked journalism,” she said. Ingul credited the early success to Amedia’s newsroom teams: “It’s the close-to-home journalism our editors and reporters produce every day that drives engagement. This is the foundation for sustainable audience relationships.”

Scaling Up Ahead of a National Election

Amedia has now launched a national marketing campaign to expand reach — targeting students returning to school and building momentum ahead of Norway’s parliamentary elections. 

“The goal is to reach even more young people – including those who do not have a relationship with a local newspaper from home. Because we believe young people deserve to get the complete news picture”.

The campaign will blend in-house promotion with targeted advertising on social media platforms, podcasts, and other youth-focused channels.

Currently a one-year pilot, the company’s long-term goal is to make the initiative permanent.

About Amedia
Amedia is Norway’s leading media company, publishing more than 120 titles with a combined daily reach of nearly two million readers. Its journalism is produced by some 1,400 journalists nationwide and includes both local and national coverage.

Amedia is also a leading Media company in Skandinavia as Amedia has acquired the Danish media group Berlingske Media, owner of Denmark’s oldest newspaper, Berlingske, as well as B.T., Weekendavisen, and the digital financial media site Euroinvestor. Our goal is to preserve and further develop Berlingske Media’s strong position and well-recognized brands.

Amedia is also co-owner of 80 Swedish titles through Bonnier News Local, Amedia has unparalleled insight into Norway’s and the Nordic region’s media landscapes. Our foundation ownership ensures that profits are reinvested into journalism, fostering strong editorial media for the future.

The Nordic media industry is now at a critical crossroads. Global trends are increasingly shaping the competitive landscape for media companies in Norway and across the Nordic region. These shifts create significant challenges, requiring both individual newspapers and the industry, as such, to adapt to fundamental changes in media consumption habits.

While we will continue to compete fiercely for journalistic excellence every day, it is equally important to strengthen collaboration across organizations. Together, we can better navigate the transition to a fully digital media landscape, and be better prepared for the challenges posed by global competitors.