Zetland publishes three or four news stories daily, characterised by in-depth reporting and long-form pieces. As the website says: "We don't just tell you that something is happening, but also why it happens and what it means." Its approach is more constructive than critical, based on the idea that journalism is an active shaper of society.

As an organisation, Zetland is actively interested in strengthening the trust between journalists and the public. Denmark is not a particularly politically polarised country; the erosion of trust is more a consequence of the habits of the fast-paced news industry in general.

While Zetland journalists can write about any topic, the team has recurring coverage on technology and the internet. As one of the few news media, the newsroom has reported on the influence of foreign market actors on the Danish internet infrastructure and Danish politicians' use of marketing channels on Facebook. As such, Zetland's team publishes national and international stories.

In 2019 they launched an ambassador campaign among their members with the aim to grow their membership and become financially sustainable. With 4,000 members campaigning voluntarily the goal was reached within a month. Zetland's primary revenue comes from membership subscriptions; its main platform is its mobile app, not the website.

This year, they developed Good Tape, a secure transcription service for journalists (and others) that turns audio into text – regardless of language. “We've saved hundreds of boring hours at @Zetland, so we thought you'd might like as well :)” writes co-founder and editor-in-chief of Zetland Lea Korsgaard on her Twitter.

Last updated: January 2023

Location:
19, Denmark
Year the organisation started publishing:
2016
Languages:
Danish
Type of coverage:
National

Content

Type of content produced by theme:
Science
Entertainment and culture
Sports
Economy and business
Entrepreneurship
Economy and finance
Journalism industry
Education
Lifestyle
Law and crime
Environment
Politics
Health and well-being
Society and human rights
Gender
Feminism
LGBTIQ+
Ethnic minorities
Religious minorities
DEIA: Diversity, equity, inclusion and accessibility
Refugees
Migration
War crimes and transitional justice
Technology
Journalism genres:
Essays
Interviews and reporting
Investigative journalism
Narrative journalism
Journalism coverage types and techniques:
Crowdsourcing
Solutions or constructive journalism
Engaged, community-driven or participatory journalism
Explanatory journalism
Collaborative journalism
Curated/aggregated content
Data journalism
Tech platforms and other mediums used:
Website
Newsletter
Social media platforms
Twitter
Facebook
Instagram
Tiktok
LinkedIn
Podcast
YouTube
Mobile app
Print
Primary tech platform or medium used to publish content:
Mobile app

Audience and reach

Social media audience

Facebook number of followers:
91016
Twitter number of followers:
22200
Instagram number of followers:
58800
YouTube number of followers:
395
Tiktok number of followers:
7162

Management and team

Founders

Female:
2
Male:
2
Founders:
Silke Bock, Lea Korsgaard, Hakon Mosbech, Jakob Moll
Directors:
Tav Klitgaard

Team

Full-time employees:
45
Part-time employees:
5
Freelancers or consultants:
5
Volunteers:
0

Business structure and revenue sources

Organisation tax status:
For-profit
All revenue sources reported by media leaders:
Grants
Grants from local and national government, and other connected governmental institutions or entities
Consultancy services
Audience support / reader revenue
Memberships
Website subscriptions
Crowdfunding campaigns
Individual donations
Event ticket sales
Other
The primary source of revenue reported by media leaders:
Memberships
The second most important revenue source reported:
Grants from local and national government, and other connected governmental institutions or entities
Others revenue sources:
Merchandise

Transparency

Publishes information about annual revenue
Doesn’t publish the names of donors
Has an ethics policy / manual
Publishes an ethics policy / manual
Has a data privacy policy
Publishes a data privacy policy
Doesn’t have a whistleblower policy
Doesn’t have a complaints policy
Has a sexual harassment or institutional violence policy
Publishes a sexual harassment or institutional violence policy
Is signed up to a press regulator, trust initiative, or part of a press association
Publishes up to date information about its team
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