New course on digital media innovation:

Help Build the Future of Nordic Journalism

Join us and build your idea or concept into a product which makes a difference, retains users, unfolds on a mobile phone – and is worth paying for.


The course is for journalists and editorial staff in the Nordics and Greenland, Faroe Islands and Åland.


The deadline for your application is October 18th, 2021.

Shortly after the deadline we select among the applicants to ensure participation across all of the Nordic countries.

Stay updated about how to apply, who you’ll meet, visit etc., sign up for updates right here.

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Innovative thinking is required, if publishers and news organisations in the Nordics wants to stay ahead and remain relevant. A constantly evolving digital media industry which increasingly moves towards paying for content and access requires sustainable business ideas.


This is why the Nordic Journalist Centre (NJC) is launching an entirely new course, designed to help the participants get from idea to launch – and revenue.


It’s about learning from the best, and as a participant you’ll be working from Aarhus, New York and Media City Bergen.

The course consists of three weeks across 2022:

From thinking to knowing

In the first week you’ll learn how to put your assumptions and ideas in system and how to move from ‘things you think’ to ‘things you know’. We’ll also talk data and digital media in a wider sense – and when you go home, you’ll know what to test, research, examine etc. before we meet again.

This week takes place at DMJX in Aarhus
6. – 11. February

Understand your users

In this week you’ll learn from American publishers and researchers. We’ll visit established media companies and talk to entrepreneurs, and you’ll learn even more about how to use data to asses and validate your ideas, as you continue to work on your concept.

This week takes place in New York
27. March – 5. April

From concept to product

Great, now you understand your audiences and your concept. Now it’s time to make it into an actual product which delivers value to users – and which they might pay for. As you get closer to launch, you’ll learn from some of the best media startups in the Nordics and avoid the mistakes.

This week stakes place at Media City Bergen
6. – 11. June

First week

How to work in the area of users, content, technology and sustainable business models. When does it become innovation? We visit media companies and look into cases from Danish ‘Jysk Fynske Medier’ focusing on the use of data and hyper-local journalism and get a take on digital journalism from the developers at ‘Jyllands-Posten’.

Second week

Includes a visit to New York Times with a focus on data – among other visits to media businesses. A whole day at Facebook where we dive in to how the company tries to understand the user when developing new products and features. We learn about innovation at City University and learn about the cooperation between programming and journalism.

Third week

You get a view in to digital production companies work and strengths in the media industry. How is new technology being used and how does it give us new ways of telling a story? And how does it give an added value for the users? We learn about the digital transformation at Norwegian Media – among other Nordic media cases.


We host a series of webinars in the periods between each week of the course. The focus will be on digital trends with podcasts as one of the topics, and the participants get a chance to catch up on each other’s work and ideas.

What does the course consist of?

This course will be a mix of teaching, workshops, presentations from the publishers and media companies we visit – and from the participants themselves, as their ideas and concept gradually evolve throughout the course.

Part of the course is about how to understand the users and their needs with insight into audience development. User behaviour and needs will also be crucial parts as the participants see their idea become a product.

The end user is in focus – including when strategy and the economic factors around the concepts are being shaped.

You’ll learn how to test your concept and prototype in the real world, so you’re constantly testing, learning, changing and testing again. Therefore, data is a integral part of the course.

Media City Bergen

More than 90 Norwegian companies together with universities and research units make up Media City Bergen. This is where the future solutions of communication and journalism are being forged.

You will hear about content which drives subscriptions and visual aids which moves boundaries.

New York

New York is a mecca for media innovation. We visit both established media houses and smaller entrepreneurs to become wiser about the digital development. 

Sign up for our updates at the top of the page to be among the first to know it, once we start telling more about the program for the week in New York.

Aarhus DMJX

We will be working at the new campus on Denmark’s Media and Journalism School. Here, you will learn about the intersection between teknologi, content, business model and the users.

You will also hear presentations from both publishers and researchers.

»With this course we are giving a boost to Nordic publishers and their digital development. It could prove crucial after a year where many publishers are bleeding from the corona cirisis and in a time where the digital development is only moving in one direction.«
John Frølich, lektor DMJX og leder af Nordisk Journalistcenter
John Frølich
Head of Nordic Journalist Centre

Facts about 'Digital innovation in Nordic media'

The Nordic Journalist Center (NJC) is primarily responsible for coordinating and operating the course. NJC is an educational institution with more than 60 years of experience in continuing education of journalists in the Nordic region

Partners are DMJX, Denmark’s School of Media and Journalism, Media City Bergen, and Willmore, which help publishers and media companies in digital publishing, development and business.

Facebook Journalism Project is the main sponsor with Media City Bergen as co-sponsor. The Nordic Journalist Center is responsible for course content, organization, lecturers and selection of participants.

The collaboration with the Facebook Journalism Project and Media City Bergen takes place because both parties are focused on helping journalists strengthen the relationship with their readers and address some of the news media’s key challenges in a digital world.

Facebook Journalism Project collaborates with media and organizations around the world. This is done through development, training and collaborations with media houses and organizations on e.g. how to combat misinformation. In the Nordic region, FJP collaborates with TjekDet in Denmark, in Norway and Källkritikbyrån in Sweden.

Media City Bergen is a leading international hub for media and technology innovation, with Media Lab and the Start Up laboratory. The cluster counts a total of more than 100 companies with eight major universities and research facilities among its members.

The University of Bergen is the founder of the Media Cluster. The Department of Information Science and Media Studies is located in MCB together with leading media and media-tech companies.

Frequently Asked Questions:

Digital Innovation is a course for Nordic journalists, which will help participants to get from idea to launch of new digital media products – and thus new earnings for their media house – or their own company. 

“Innovation” is a big word that gets thrown around a lot and can mean a great deal of things. In this context we use it in terms of thinking of new ways of doing things.

It doesn’t have to be technological innovation, but it must include that you are doing something you haven’t done before – or in a way you haven’t done it before.

For instance, if you want to get better at launching new products and features based on data and knowledge about the users, because you haven’t been good enough at that earlier, that could be a kind of innovation which we want to help with this course.

We are focusig on digital innovation, which is why an idea based in print wouldn’t be qualifed. Ideally, your idea is though mobile first, but it’s not a demand. You will, however, need to take a stand (and make som hard choices) regarding mobile user experience and its possibilies – and limitations.

The Nordic Journalist Centre (NJC) is responsible for coordinating and operating the course. NJC is a non-profit organization founded in 1957. The goal then – as now – is to strengthen the development of Nordic media and journalism through mid-career training, courses and networking activities for journalists and editors from all over the Nordic region, including Greenland, the Faroe Islands and Åland. 

Partners in the project are the Danish School of Media and Journalism, Media City Bergen, and the company Willmore, a consultant company for digital publishing, development and business. 

Partnere i projektet er Danmarks Medie- og Journalisthøjskole, Media City Bergen, og firmaet Willmore, der rådgiver medier og udgivere indenfor digital udgivelse, udvikling og forretning.

It is about learning from the most talented in the industry, and therefore the participants will work in New York, where we meet both established and media start-ups, in Media City Bergen, Norway, and at the Danish School of Media and Journalism, Aarhus, Denmark. 

Facebook Journalism Project supports the project with one million DKK, while Media City Bergen participates as co-sponsor. However, this does not mean that course is free. The course fee will be approximately 35.000 DKK. 

Facebook Journalism Project and Media City Bergen are involved because both parties focus on helping journalists strengthen their relationship with readers and address some of the news media’s key challenges in a digital world. 

Facebook Journalism Project will not have influence on the content of the project. Nordic Journalist Centre is responsible for course content, organization, lecturers and selection of participants. However, the collaboration gives the opportunity to look into the engine room and draw on some of the strongest experts in user understanding and editorial innovation at Facebook.

Media City Bergen contributes with experience from an environment of world-leading media technology. With Media Lab and Start Up laboratory and a media cluster that includes more than 100 companies with universities and research facilities. 

The project is targeted at all journalists and editorial staff throughout the Nordic region. There will be a special focus on local and regional media houses, but in principle all journalists living in Sweden, Norway, Denmark, Finland, Iceland, Greenland, the Faroe Islands and the Åland Islands can apply for the course. Self-employed and freelancers may also be considered. 

No, you don’t need to have a concrete concept for a new product ready in order to join the course. 

It is, however, a good idea to have identified which issues or areas you want to work with. During the course, the issues will become concrete and preferably lead to a concept and later a launch.

Besides moving your idea or concept from the starting line to a launch, you’ll learn how to wield a range of tools within digital innovation and understanding of users needs.

You’ll get the most of out the course, if you bring an idea or concept which you want to realise and launch based on user needs which you will identify and learn how to target during the course.

You must forward a motivated application no later than Monday 18 October at 12:00. Send it to project manager Mikkel Odgaard, NJC. Mail to: The application must include name, address, employer as well as information about your background and motivation for applying for the course. 

You can sign up for the interest list in the green box on this page and you will receive regular news with highlights on teachers, guest lecturers, media visits etc. 

We will try to ensure a broad participation from all Nordic countries. This would ideally digitally minded journalists and editorial staff from Sweden, Norway, Finland, Denmark and Iceland. We also encourage interested journalists from Greenland, the Faroe Islands and Åland to apply for the course. 

The course fee will be approximately 35.000 DKK. The amount covers tuition, accommodation, transport and most meals during the three course weeks, including flights to New York, but excluding transport to and from Denmark and Bergen. 

The application deadline is Monday 18 October at 12:00. Please forward an email with a motivated application to Mikkel Odgaard,