Among the participants were Kenneth Plummer, Director General of the Danish Broadcasting Corporation; Lisbeth Knudsen, CEO of Berlingske Media; Per Mikael Jensen, vice-president and international editor-in-chief of Metro International, publisher of the free newspaper of MetroXpress and formerly CEO of Danish TV2; Jørn Mikkelsen editor-in-chief of newspaper Jyllands-Posten; Tøger Seidenfaden editor-in-chief of newspaper Politiken; Johannes Riis publisher at the book company of Gyldendal; Anne-Marie Dohm, principal of the Danish School of Media and Journalism; Henrik Dahl MBA, sociologist and commentator - and so many more in the media business.
Directly asked by PN, Kenneth Plummer of DR was certain that the future for DR was to hold on to the strongest brands in the portfolio, and mentioned the radio programme of P3 with pop and rock music, quizzes, and interactive programmes by way of using the social media; and DR2 the narrow tv channel with in-depth background news stories, interviews, debates, theme nights, and cultural magazines. Both clearly defined segments. These two constitute the programmes with the strongest hold on specific segments of the population - that aren't likely to shift easily to other programmes. To sum up: public service assuring democratic involvement on two entirely different levels: direct involvement and interactivity through P3, and formation of public opinion through DR2.
Lisbeth Knudsen of Berlingske Media saw no reason to whine about falling reader shares. She saw these years as a transformation period seing the light of day through involvement on several platforms. Making use of the internet, the social media, and the niche shares. Directly asked by PN, her strategy was to make narrow social media niche magazines - like interests for fishery, cars, whatever. Catching the users where they are in their everyday lives - and directing them towards the in-depth investigative journalism in the serious news publications of Berlingske through cross-promoting ads and links. Neither this, nor that. But all of it.
Per Mikael Jensen of Metro International saw a strong future for 'The House of Politiken' the foundation that runs two of the major players in the print news market: Politiken and Jyllands-Posten. With an emphasis on Politiken, simply for much the same reason as mentioned by Kenneth Plummer/DR: the brand is too strong for the readers to shift easily. However, he wouldn't be surprised if both Politiken and Berlingske on print would have a drop in circulation to about 50.000, which is more or less half of today's circulation. But he saw this as a momentary condition until the media had gotten hold on the internet and social media platforms.
Tøger Seidenfaden of Politiken mostly wanted to debate current events, and referred to his decision to publish the non-compromising contents (speaking in terms of security issues for the state) of the so-called Rathsack book about a former top gun’s experiences from the Ministry of Defense. He saw these kinds of controversial stories as necessary if the news media are to take their roles seriously in a democracy. As a dedicated supporter of the news media as a watchdog for society – as the fourth power of state. Politiken already makes extensive use of social media and interactivity with its readers/viewers/users on many platforms. Which keeps the democratic debates alive.
Jørn Mikkelsen of Jyllands-Posten proclaimed that he didn’t really believe in the role of the media as the fourth power of state. The business was mainly to inform the public. And to do so in a serious and credible fashion. He was asked by moderator Kurt Strand from DR2, though, what story in Jyllands-Posten had set the agenda through 2009. And could only mention the Rathsack-story – which had been all over the media as it was.
Johannes Riis of Gyldendal told the audience at the conference that he reads three daily morning papers – Berlingske Tidende, Jyllands-Posten, and Politiken – to keep updated. But called for more quality background stories to put the constant fast news flow into context. Or what he called the cut chaff of news stories. A mash of stories that is only fit for filling the stomach, but has no high nutritition value. He called for more insight and outlook in the future media. He called for more reasoning in the media. And welcomed the standard of niche media, like Information (Left wing independent) and Kristeligt Dagblad (Right wing independent).
Anne-Marie Dohm of Danish School of Media and Journalism saw the future journalist more like a full ranged media person that could work on all available platforms, and use all available tools in the box. Like tv journalists putting together all elements of a news segment from research, to interview, to graphics, to editing. A person fit to make the same story for print as well as for tv/radio and for the internet: The Versionist. Moderator Mette Vibe Utzon, news reporter at DR1 then reasoned about the amount of time to do all tasks, and asked for the examples of ‘Versionist Cavling Prize winners’ (the most prestigious Danish Journalism Award). Since these prizes are mostly given to print and tv journalists for investigative, in-depth researched stories. And where would the time come from, if Versionists had to piece all elements together including graphics? No clear answer was given, but some internet and blog news stories were mentioned.
Commentator Henrik Dahl put the Danish democracy and political scene into a sociological context. And saw the current government as a success, mainly because the coalition parties had managed to overthrow the former Relativist political strategies, typical for for instance the Social-Liberals (B). The reasoning that all things are balanced and equally good – red/blue, East/West, Muslims/Christians/Jews. He saw the success of The Danish People’s Party (O) as this new line that clearly marked a difference between good and bad. A return to a Universalist political strategy. Where reasoning is unnecessary. This way the electorate wouldn’t be in doubt. They would get clear answers to make their choices. And a well-defined destinction.
This goes for the political strategies as it goes for the media. The polarization into blocks of opposite views. Although the Universalist political strategy seemed to be the opposite of the Versionist media strategy of bits and pieces across the board. With no clearly defined lines. And no clearly targeted segments. Paradoxical News sought sense of the media business at the conference, but mostly found a momentary lapse of reason.