#8 Journalism That Pays Its Own Bills: AI, independence & Purpose. Kjersti Løken Stavrum at Tinius Trust, the Owner of Schibsted

What happens when a media company isn’t owned by investors — but by a single trust with a long-term mission?

In this episode of Insight Shapes News by Kilkaya, host Nils Ove Håland Riise speaks with Kjersti Løken Stavrum, CEO of the Tinius Trust — the sole owner of Schibsted Media, the largest media group in the Nordics.

We explore what changed when Schibsted’s media arm split from its marketplace business, their big bets for the future, and how that opened the door to major moves like their deal with OpenAI.

🎧 Topics we cover:

• Why a trust model offers both stability and responsibility in today’s media

• The thinking behind separating media from Schibsted’s high-margin marketplace business

• The OpenAI agreement — how it came together, what it covers, and what’s next

• What changes when journalism gets full strategic focus

• Serving Gen Z without compromising on editorial standards

• Press freedom, platform power, and the case for building European tech infrastructure

• Why independence still depends on one thing: being able to pay your own bills

If you work in media, trust-based governance, AI, digital strategy, or editorial leadership — this episode offers a rare inside look at how one of Europe’s biggest media groups is rethinking the future from the ground up.

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Chapters

00:00 The Impact of Technology on Media

06:02 Understanding the Tinius Trust

11:46 The Shift in Media Ownership

17:54 Challenges of Journalism in a Digital Age

23:51 Engaging the Younger Audience

30:13 The Role of Algorithms in Journalism

32:26 The Importance of Trust in Journalism

38:10 Revenue Streams and the Future of Media

44:20 AI's Role in Journalism

53:59 Future Outlook for Journalism

01:00:26 The New X Factor in Journalism Teams

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