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No One's Reading This: Daily Summaries Delivered
by INMA
No One's Reading This is an INMA podcast, hosted by Kerstin Hasse, as part of the Young Audiences Initiative, supported by the Knight Foundation. Kerstin talks to media leaders, creators, and voices from outside the legacy news bubble about the one question everyone's trying to figure out: how do you actually reach younger and new audiences? Video strategies, podcast monetization, the creator economy, new revenue models — real conversations with people who are doing the work, and yes, sometimes a playbook or two.https://www.inma.org/
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- 3 weeks ago25 min
Titel Like TikTok, but verified: How 20 Minuten built a vertical video feed inside its own app
20 Minuten was once the paper Swiss commuters read between two stops. In May 2026 the news brand moved that habit to the thumb with 20 Minuten Shorts, a vertical video feed inside its own app. Every clip is curated by hand and checked by the newsroom.Kerstin sits down with Basil Honegger, Head of Video News and member of the editorial board at 20 Minuten, to talk about what it took technically to build a feed inside a news app and whether people who swipe ever go back to reading. They also cover the biggest lessons since launch and the one skill Basil thinks every journalist needs to master today.
- Sep 10, 202629 min
Why CEOs Still Need to Care About Young Audiences: Siv Juvik Tveitnes on AI Pressure, Culture, and Leading INMA
Siv Juvik Tveitnes was appointed INMA's new president this year, on top of running Schibsted Media, the company behind VG, Aftenposten or Podme. Kerstin met her in Vail at the INMA CEO Roundtable, where shared hikes turned into an hour-long conversation. Siv sums up the industry's biggest miscalculation about young audiences in a few words: "They never arrived.“ From there, Kerstin and Siv get into why relevance beats seriousness, why younger audiences trust creators over brands, the self-critical culture Siv wants to protect at Schibsted, and what it actually means to bet against your own legacy business. They also cover Schibsted's OpenAI partnership and the fully AI-run VGX newsroom experiment.
- Aug 16, 202628 min
How To Build Newsroom-Creator Partnerships That Don't Fall Apart - with Adriana Lacy
Publishers keep saying the same thing: their teams need to act more like creators. But where to start? Adriana built the STEPP Framework after two years inside newsroom-creator partnerships that worked, and plenty that didn't. But this conversation goes past the framework everyone already quotes. Adriana and Kerstin talk about the fear newsrooms won't say out loud, the difference between treating a creator like a colleague and treating them like a marketing channel, and why small and regional newsrooms have a real advantage when working with creators. They get into who actually makes the best creator partner, does not have to be a journalist. They also cover ecosystem mapping, why long-term relationships beat one-off campaigns, and what it actually takes to build trust between a newsroom and the people it's trying to reach.Host: Kerstin Hasse, Young Audiences Initiative Lead, INMA Guest: Adriana Lacy, Founder & CEO, Field Nine Group
- Jul 21, 202639 min
How to Stop Optimising for the Wrong Thing: Dmitry Shishkin on User Needs, Creators, and the AI Era
Dmitry Shishkin was once introduced on stage as the Godfather of User Needs. His reaction said everything about someone who started all of this with a practical question at the BBC in 2016: why have we stopped producing content that answers what audiences actually need?In this episode, Kerstin sits down with Dmitry Shiskin, independent media strategist and the mind behind the User Needs framework, to ask why legacy media is still losing ground a decade after the answer was hiding in plain sight. The Digital News Report 2026 just confirmed what the User Needs model has been arguing for a decade: audiences know exactly what they want and they're finding it elsewhere. Social has overtaken TV and news websites as the primary news source globally for the first time ever. 27% of people get news from creators weekly. And newsrooms are still telling their teams to be more inspiring.They go deep into what the Sports User Needs Model reveals about where editorial output actually goes, why "be more inspiring" is a brief and not a strategy, and what Dmitry calls the Agents Readiness Layer, his framework for surviving an AI-mediated information environment where your nuances of reporting risk being flattened into a single sentence.Guest: Dmitry Shishkin, independent media strategistHost: Kerstin Hasse, Young Audiences Initiative Lead, INMA
- Jun 30, 202634 min
How News Creators Outperformed Legacy Brands: Nic Newman on What the DNR 2026 Actually Means
Kerstin Hasse sits down with Nic Newman, Senior Research Associate at the Reuters Institute. Nic led the Digital News Report for fourteen years - the world's most influential annual study of news consumption. This year, he handed the lead authorship to Jim Egan and turned his attention to one thing: creators.27% of people globally now get news from creators every week. Nic wrote the chapter. He's here to explain what that number actually means and what publishers keep getting wrong when they read it.Kerstin and Nic cover the four creator ecosystems the report maps and why the «bring them to our platforms» logic is structurally broken.And yes Kerstin also asked Nic what it actually feels like to hand something over you built from scratch.Find the full report here: https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2026
- Jun 16, 202636 min
How Boston Globe's B-Side Made Its Journalist the Product
Kerstin Hasse sits down with Emily Schario, Head of Content and co-founder of The B-Side, Boston Globe Media's daily newsletter for young Bostonians. What started as an internal pitch at an innovation day in 2021 has grown into a very compelling young audience product in local news: 60,000 subscribers, a 60% open rate, and a paid membership model built around events and community rather than paywalled content.Emily doesn't just run The B-Side, she is The B-Side. She co-writes the content, films videos - and she is the face of the product. Sometimes literally: she once ran a stretch of the Boston Marathon to test whether you can churn butter while jogging. (Turns out: You can.) In this conversation, she talks about building a media product inside a legacy organization with almost no team, what it takes to earn the trust of an audience that has never paid for news, and what happened when the journalist and the brand became the same person.
- May 24, 202644 min
How the Washington Post's TikTok Guy Built a Loyal Audience – And Then Left With It
A chart got passed around on LinkedIn last year showing Washington Post video numbers cratering right after Dave Jorgenson left - and how his own numbers were climbing. Publishers looked at it and panicked: Is this what is happening when you bet on a voice in your newsroom?In this episode, Kerstin Hasse sits down with the journalist who built one of the most loyal young audiences in American news media – from inside a legacy newsroom, with a small budget, no blueprint, and a platform his colleagues weren't sure they should be on. Dave Jorgenson and her talk about what it actually takes to grow an audience, why loyalty follows people and not mastheads, and what most publishers still refuse to understand about how trust works. And Dave reveals whether there was anything – anything at all – that could have made him stay at the Post.
- May 18, 202629 min
Die Zeit vs. Spot On: What Happens When Legacy and Next Gen Compare Notes
What can a media startup learn from a 80-year-old institution – and what can a legacy publisher learn back? In this special live episode from the INMA World Congress in Berlin, Kerstin Hasse sits down with Rainer Esser (Die Zeit) and Sruthi Gottipathi (Spot On) for a cross-generational conversation on leadership, loyalty, and the future of media. Including the question neither of them saw coming: what would you do if you had each other's job for one day?
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About No One's Reading This
No One's Reading This is an INMA podcast, hosted by Kerstin Hasse, as part of the Young Audiences Initiative, supported by the Knight Foundation. Kerstin talks to media leaders, creators, and voices from outside the legacy news bubble about the one question everyone's trying to figure out: how do you actually reach younger and new audiences? Video strategies, podcast monetization, the creator economy, new revenue models — real conversations with people who are doing the work, and yes, sometimes a playbook or two.https://www.inma.org/
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