#22 Young People Don’t Hate News. They Hate Your Product. Kerstin Hasse at INMA

Will young people start paying for news when they turn 40? Or are publishers betting their future on a habit that may never develop?

Kerstin Hasse, who leads INMA’s Young Audiences Initiative, joins me on Insight Shapes News to discuss what it takes to make journalism relevant to the next generation.

Her starting point: young people don’t hate news. They hate how it is packaged and delivered.

We talk about why publishers struggle to turn interest into subscriptions, what news organisations can learn from creators, and whether offering the full subscription as the only way in leaves potential customers behind.

From The Economist’s approach to different subscription products to The Boston Globe’s B-Side community, we explore how publishers are building new relationships with their audiences.

We also look inside the newsroom. Who gets to make decisions? Are social media and video teams treated as journalists? And are publishers listening to the younger colleagues already working alongside them?

A conversation about young audiences, changing habits, and making news worth coming back to.

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