The Finnish local newspaper overhauled its entire newsroom based on lessons learned from successful audience-focused experiments. The key objective: to better engage new, younger digital subscribers. “Everything we do, every day, should only be things that support our goals. We have tried to build a structure that forces us to do that,” said
Jyrki Utriainen, Karjalainen’s Managing Editor.

A participant in an earlier Table Stakes Europe round, Le Parisien has established a strong foundation on TikTok since it started publishing on the platform a year ago. Here, the company’s head of video shares what they have learned along the way.

Aiming to reach younger audiences, the Czech publisher conducted an experiment that used TikTok as a primary channel to distribute its sports journalism targeted at young audiences. Having exceeded their initial goal on the social network, the experiment is now inspiring other newsrooms within the company to set up their own TikTok channels.

The UK-based publisher planned to adopt a new approach to covering topics relevant to people in their twenties and thirties. The result – Quarter Life, a series of articles for young professionals – has been an eye-opener in showing the impact of audiences-targeted journalism.

An ageing subscriber base in print. A weak flow of new young paying digital readers. And no real focus on how to tackle the problem. That was the situation for NWT, a regional Swedish news outlet, in October 2021. One year later – a total change. This is how NWT succeeded in reaching young audiences and increasing revenue from that target group, and what six steps it took to build a better and younger future.