What does the future hold for online news? We examine how the market has shifted with the rise of the subscription economy and how that works for organizations that have largely been driven by a mix of subscription and ad funded industry. We also look at some stats and try to understand the why and how of them, and of course what they mean for us. With only 15% of people in Norway saying they are willing to pay for online news, what do the remaining 85% need from us to hit that "subscribe"-button? Are people under 25 years old fundamentally different from other people?