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Insight Shapes News

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by Kilkaya with Nils Ove Håland Riise

19 episodes

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Podcast Overview

Insight Shapes News is a podcast hosted by Nils Ove Håland Riise, who works at Kilkaya, a leader in analytics and informed personalization for news and publishers. The podcast features deep-dive conversations with industry experts, covering topics such as editorial insights, audience engagement, AI-driven personalization, and the evolving relationship between technology and newsrooms. With a focus on practical applications and real-world experiences, Insight Shapes News explores how data, innovation, and editorial strategies shape the future of journalism.

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3/8/2025

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Recent Episodes

Episode thumbnail for #19 The News Homepage Formula: A/B Testing, Ice Ice Baby stunt, and Losing Control to Personalization. Helge Voll Hustad at VG (Schibsted)

July 1, 2026

#19 The News Homepage Formula: A/B Testing, Ice Ice Baby stunt, and Losing Control to Personalization. Helge Voll Hustad at VG (Schibsted)

In this episode of Insight Shapes News by Kilkaya, host Nils Ove Håland Riise sits down with Helge Voll Hustad, Homepage Editor at VG — Norway's largest news site, where he curates the homepage with news for millions of Norwegians.They start with VG's now-famous "Ice Ice Baby" homepage, run in the middle of one of the darkest news months of the year, and what it says about the room editors have to experiment, even on a heavy news day.From there, Helge walks through the real mechanics of editing a tabloid homepag at scale: why "the mix" of hard news and light news is a constant balancing act, why a billionaire's name in a headline often underperforms simply writing "the billionaire," and why familiar faces like Prime Minister Støre don't need a caption at all — something AI headline tools still can't reliably figure out.The conversation also digs into personalization and control. Helge used to be able to place every single story on VG's front page by hand. Now an algorithm controls everything below the top 20 — and he's candid about what that trade-off costs an editor, what VG would need to see before moving that line further, and how the team weighs personalization against its societal responsibility to surface hard news.They close on the three KPIs VG actually optimizes for, the "superuser trap" of editing for readers who visit eight times a day versus once, and why VG's extreme high direct-traffic share makes the homepage worth protecting.🎧 Topics we cover:<ul><li>The "Ice Ice Baby" homepage and how far editorial humor can go</li><li>What a homepage editor actually does, curating 70–80 live articles</li><li>"The mix" — balancing hard news, sport, celebrity and politics</li><li>Why an NYT study of tens of thousands of A/B tests found no universal rule</li><li>Billionaire vs. named billionaire, and when a picture replaces a caption</li><li>Where AI headline generation breaks down — and why</li><li>Losing control: from editing every story to only the top 20</li><li>The bonfire principle vs. personalization, and the societal obligation problem</li><li>Clicks, quick exit, and demographics — VG's three core KPIs</li><li>The "superuser" trap: editing for readers who visit 8x a day vs. once</li><li>Why so much of VG's traffic comes directly to the Homepage</li><li>A closing question passed from Tarmo Paju (Delfi) on journalism's role in covering war</li></ul>🎧 Subscribe to Insight Shapes News for conversations on journalism, AI, personalization, and the structural changes shaping the news industry.

May 22, 2026

#18 INMA Berlin, Die Zeit, Media Pioneer, and Why Trust Is the Only Advantage Left. Tarjei Gilbrant at Kilkaya

What happens when two people who talk before every episode finally sit down in front of a microphone together?In this episode of Insight Shapes News by Kilkaya, host Nils Ove Håland Riise is joined by Tarjei Gilbrant, CEO and co-founder of Kilkaya, fresh from the INMA World Media Congress in Berlin.Both participated in separate study tours visiting major German publishers. This conversation is their debrief — not a polished summary, but a direct exchange on what actually made an impression, and what it means for the industry.The episode covers several publishers across both tours. Die Zeit stood out for its multi-format strategy and how it uses investigative data journalism — including an AI-assisted project that made Nazi party membership records from the US National Archives searchable for the first time. Tagesspiegel surfaced something most publishers quietly recognize but rarely address: their homepages are built for people who visit ten times a day, not the majority who arrive once.Media Pioneer operated from two boats on a Berlin river. That detail aside, what made it notable was a subscription model reaching 76,000 paying subscribers — and a community-first approach that includes a tier priced at 10,000 euros per year.Der Spiegel ended its relationship with Outbrain and Teads. Tarjei explains why he sees this as worth celebrating, and why he considers that category of widget a structural problem for editorial trust — not just a vendor choice.Running through all of it is a question the industry keeps circling back to: in a world where AI can generate content at scale and platforms continue to reduce referral traffic, what is the actual advantage of being a publisher?🎧 Topics we cover:<ul><li>How Die Zeit used AI to make historical Nazi membership records searchable and what it produced editorially</li><li>Why the homepage is still optimized for the wrong reader</li><li>The build-or-buy question and why enthusiasm is a productivity multiplier</li><li>Why trust is no longer just an advantage — it may be the only one</li><li>What Media Pioneer gets right about community and subscription</li><li>The campfire analogy and why shared editorial context still matters</li><li>Why AI confabulates with confidence on low-data subjects — and what that means for breaking news</li><li>Der Spiegel removing Outbrain and Teads, and the revenue outcome</li><li>Why republishing the same content as everyone else has no future</li><li>What multi-format strategy actually looks like when done well</li></ul>If you work in newsroom leadership, editorial strategy, product, or publishing, this episode is a ground-level account of what some of Europe's most interesting publishers are doing — and what the industry still needs to figure out.🎧 Subscribe to Insight Shapes News for conversations on journalism, AI, personalization, and the structural changes shaping the news industry.

Episode thumbnail for #17 Introducing Personalization Where the Newsroom Usually Says No — At the Top of the Hopepage. Ivar Krustok & Tarmo Paju, Delfi Estonia

April 9, 2026

#17 Introducing Personalization Where the Newsroom Usually Says No — At the Top of the Hopepage. Ivar Krustok & Tarmo Paju, Delfi Estonia

Content Personalization in news products has typically been placed in low-risk areas—below articles or in separate recommendation modules further down on the page.What happens when it is introduced higher up the page? We talk about the top!In most news products, around 80% of clicks happen on the top part of the page. Very few readers scroll far enough to engage with content further down. This makes the top section both the most valuable and the most sensitive area to change.In this episode of Insight Shapes News by Kilkaya, host Nils Ove Håland Riise speaks with Tarmo Paju (Managing Editor - Development and Innovation) and Ivar Krustok (Chief AI Officer) from Delfi about their approach to testing personalization in a more visible editorial context.Delfi did not begin with the homepage. The work started in the sports section—a high-volume environment with frequent updates and a loyal audience. This provided a controlled setting to test how personalization affects both editorial workflows and user behaviour.Even in this setting, the questions were familiar. Editorial teams need to understand how content is selected, how priorities are set, and what level of control remains. All the things that we question with Black box personalization creating echo chambers...The discussion focuses on how Delfi structured this work. Personalization is applied within defined boundaries, where editors can prioritise, override, and adjust outcomes. The system is based on simple signals, including whether a story has already been read, combined with editorial input.This changes how the front of a section is managed. Some manual work is reduced, while responsibility for key editorial choices remains.🎧 Topics we cover:<ul><li>Why personalization is usually limited to lower parts of the page </li><li>Why Delfi chose the sports section as a starting point </li><li>How personalization behaves in a high-volume news environment </li><li>What editorial control looks like in practice </li><li>How pinning and override functions are used </li><li>Why transparency matters for internal adoption </li><li>The role of simple behavioural signals in ranking content </li><li>How workflows change for front page editors </li><li>What to consider before expanding to the homepage </li><li>The relationship between relevance, coverage, and editorial responsibility</li></ul>If you work with editorial strategy, product, or personalization, this episode examines how these systems can be introduced without disrupting core editorial principles.🎧 Subscribe to Insight Shapes News for conversations on journalism, AI, personalization, and structural change in the news industry.

19 total episodes available

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Frequently asked questions

Have a different question and can't find the answer you're looking for? Reach out to our support team by sending us an email and we'll get back to you as soon as we can.

What is Insight Shapes News?: Insight Shapes News is a podcast hosted by Nils Ove Håland Riise, who works at Kilkaya, a leader in analytics and informed personalization for news and publishers.

The podcast features deep-dive conversations with industry experts, covering topics such as editorial insights, audience engagement, AI-driven personalization, and the evolving relationship between technology and newsrooms.

With a focus on practical applications and real-world experiences, Insight Shapes News explores how data, innovation, and editorial strategies shape the future of journalism.
How often does this podcast release new episodes?: This podcast updates daily.
Where can I listen to this podcast?: This podcast is available on 4 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
Does this podcast accept guests?: No, this podcast does not typically feature guests.

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