If you're considering a move into a different market for your news product this is the episode for you.

What is our perspective on working with brands in news media? We talk about how we think news brands have changed, and what we believe are challenges in the future.

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?

Special guest Tor Marius Espedal from Schibsted's Customer Experience team joins us to discuss how marketing automation can be an effective retention tactic. We also get his thoughts on why his team recently won the Oracle Markie award for "Best Overall Customer Journey" for the setup they've created for the Schibsted subscription papers.

How to think about programmatic marketing for news organizations.

Culture and Debate editor Sarah Sørheim talks us through the fantastic journey her section has had the last year. It's all about the attention economy coming to newspapers and how they found a way to be successful in that environment.

There are many approaches to successful acquisition. There are volume driven options and there are quality driven tactics. We discuss Aftenposten's journey from 2011 and some of the strategies and tactics we've employed, as well as some next steps.

In this episode we discuss how we work with communication and media to try to retain our subscribers.