Zetland is a Danish media company founded in 2012. Headquartered in Copenhagen, it publishes three to four news articles daily, focusing on long-form stories and in-depth articles. A subscription-based organization, it had more than 18,000 subscribers as of November 2020. The editor-in-chief is , formerly of ''

Berlingske ''Berlingske'', previously known as ''Berlingske Tidende'' (, ''Berling's Times''), is a Danish national daily newspaper based in Copenhagen. It is considered a newspaper of record for Denmark. First published on 3 January 1749, ''Berlingske'' ...

'' and ''

Politiken ''Politiken'' is a leading Danish daily broadsheet newspaper, published by JP/Politikens Hus in Copenhagen, Denmark. It was founded in 1884 and played a role in the formation of the Danish Social Liberal Party. Since 1970 it has been indepe ...

'', who co-founded Zetland along with Jakob Moll, Silke Bock, and Hakon Mosbech. Founded in 2012, Zetland originally created single long-form stories, called e-singles, delivered monthly to subscribers. Journalists would also read their works at public events, similar to Pop-Up Magazine in the U.S., which have become central to Zetland's business model. The company name derives from a hybrid between a zebra and Shetland pony. In 2015, Zetland initiated a relaunch with a crowd-funding campaign which raised over 530,000 kroner (kr.), and additional investments of 8 million kr. The relaunch occurred in March 2016, with Zetland offering daily news articles. In 2016, revenue was 6.2 million kr. In 2018 Zetland is to receive 1.8 million kr. for editorial production services from the Danish cultural board '. Since the relaunch, notable pieces have included conversations with Justice Minister

Søren Pind Søren Pind (born 20 November 1969) is a Danish lawyer and politician, a member of the center-right party Venstre. He served as Danish Minister of Justice from 2015 to 2016, and as Minister of Science, Technology, Information and Higher Educat ...

and British sociologist Anthony Giddens. In 2017 Zetland won a trio of awards from the Society for News Design Scandinavias, including gold and "Best of Show" in the digital news category for front page, and silver in the website category. Zetland has been offering its stories in audio format as well as text, and that has rapidly become the most popular aspect of the site, with 60% of members now consuming their content in audio. In 2021, it switched from

MP3 MP3 (formally MPEG-1 Audio Layer III or MPEG-2 Audio Layer III) is a coding format for digital audio developed largely by the Fraunhofer Society in Germany, with support from other digital scientists in the United States and elsewhere. Origin ...

Opus ''Opus'' (pl. ''opera'') is a Latin word meaning "work". Italian equivalents are ''opera'' (singular) and ''opere'' (pl.). Opus or OPUS may refer to: Arts and entertainment Music * Opus number, (abbr. Op.) specifying order of (usually) publicatio ...

for its articles' audio recordings, which attained a 35 percent reduction in bandwidth and reduced climate footprint. Korsgaard attributes the growth of the title to its focus on a membership model as a community, and a constrained number of stories per day, making the site "finish-able" each day. Zetland achieved financial stability in 2020, with the help of a member-get-member campaign in 2019 that contributed to a 25 percent growth in the span of a month. The campaign was later awarded several awards, including Best Idea to Grow Digital Readership or Engagement from INMA Global Media Awards and Best Digital Marketing Campaign for a News Brand from WAN-IFRA European Digital Media Awards. In May 2020, former Head of Product Tav Klitgaar
replaced co-founder Jakob Moll
as CEO, with the latter pursuing academic studies abroad.

References

External links

* (in Danish)
About Zetland
(in English) Mass media companies based in Copenhagen 2012 establishments in Denmark Danish news websites Danish-language websites Internet properties established in 2012 {{Denmark-media-stub