Norway’s Amedia Offers Free Newspapers to Youth

Norway’s Amedia, the country’s largest publisher of editor-driven media, is launching a major initiative to combat declining trust in journalism among young people and ensure continued civic engagement. The company will provide free digital access to its more than 100 newspapers to approximately 400,000 individuals aged 15-20, ahead of the September 8th parliamentary election.

The move, funded by a NOK 4.8 million grant from the Amedia Foundation in addition to Amedia’s own investment, is a direct response to concerns about the influence of global tech platforms and a worrying trend revealed by the Norwegian Media Survey: significantly lower trust in traditional media among younger demographics, particularly young men. Over one in four young men report low or no trust in editor-driven news.

“We’re in a fierce battle for young people’s time and trust,” stated Amedia CEO Anders Opdahl. “This initiative is our response to the constant stream of noise from global tech giants and an investment in a society built on trust.”

The Amedia Foundation, established in 2016 and recently empowered with independent funding capacity, is prioritizing initiatives targeting younger users. “Free newspaper access for 15-20-year-olds is a concrete measure to strengthen democracy, public discourse, and the position of journalism,” explained CEO André Støylen.

This isn’t Amedia’s first foray into reaching younger audiences; the company previously provided free digital access to its newspapers to all students during municipal elections in 2023. This expanded national rollout aims to meet young people “on their terms” with fact-checked journalism, fostering awareness of journalism’s role in society and encouraging informed participation in democracy.

While the initiative is currently slated for a one-year evaluation period, Amedia hopes to make it permanent. However, Opdahl also issued a strong call for political action, criticizing the government’s 2023 removal of format neutrality from VAT exemptions, which he argues has created an outdated regulatory framework for media companies. He emphasized the need for a predictable environment that allows for investment in audio and video formats, which are increasingly preferred by younger audiences.

The Norwegian Media Authority’s January report supports Opdahl’s concerns, concluding that current VAT rules pose a societal risk and recommending platform-neutral exemptions. This situation highlights a critical juncture for Norwegian media. While Amedia’s initiative is commendable – and a necessary step to cultivate media literacy and civic engagement – its long-term success hinges not only on providing access but also on a supportive regulatory landscape that acknowledges the evolving media consumption habits of younger generations. Simply offering free access isn’t enough; policymakers must create conditions that allow quality journalism to thrive in the digital age.