Zetland Media

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

Back in 2016, a small group of visionary journalists and technologists launched the digital newspaper Zetland to help Danish society move forward. It is based on what we've later come to name 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 gathered a team of inspired Finns and asked the Finnish community to crowdfund the start of a new media, based on Zetland. It was a huge success, as almost 10,000 finns backed the project. In January 2025, Uusi Juttu launched, and are now publishing quality current stories in Finnish.

Those are our biggest ventures, but we're trying out more things - because its fun to do new things, but also because we believe a modern media corporation needs to diversify revenue. In 2024 we started publishing books in Denmark in close collaboration with our members, and we are licensing our publishing platform to other media companies looking to build stronger relations to audience and monetise audio.

More initiatives are on their way. We are generally fans of the concept of “fire”; 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 and pitch your idea.