Best practices to grow audience, revenue and brand from fast-changing European media companies reinventing for the Digital Age

(with special focus on market leaders in Norway + Sweden)

About This Week

In an extraordinary dive into an innovative media scene, let INMA guide you through emerging best practices and strategies from the leading European companies, with a special emphasis on Norway and Sweden: one conference, one study tour, one seminar — all in one week, choose what your time and budget allow. You will leave as a Media Viking.

Scandinavian Media Study Tour

Monday and Tuesday, 25-26 September

study tour sold out

Stockholm (Radisson Blu Royal Viking Hotel)
and Oslo (Scandic St. Olavs Place Hotel)

In an intense two days, learn how innovative Swedish and Norwegian media companies are reinventing themselves for the Digital Age, punctuated with interactions by innovative Scandinavian start-ups that are disrupting media concepts.

Go inside companies in Stockholm and Oslo and meet face-to-face with decision-makers and leaders.

Learn More

Local Media Ideas Day

Wednesday, 27 September

Local Media Ideas Day

Oslo (Scandic St. Olavs Place Hotel)

While the global news brands grab the headlines, local media rules are being re-written as digital consumes readers and advertisers.

In this one-day seminar, burrow into case studies of European local media companies succeeding in business model reinvention – rapid-fire Brainsnack Presentations in the morning and “unconferencing� ideation in the afternoon. With a particular focus on 'digital subscriptions' for local media.

European News Media Conference

Thursday and Friday, 28-29 September

European News Media Conference

Oslo (Scandic St. Olavs Place Hotel)

The INMA European News Media Conference is where European media executives gather for a passionate and creative look at the changing revenue and brand dynamics impacting the relationship between content and audiences.

Learn the latest from European media companies in this 45th annual event. Topics will include:

• Paid content: freemium vs metered model

• A.I. Revolution for News Media

• Unique Values of News Brands in the Age of Distributed Content & Fake News

• (Big) Data Analytics in PRACTICE

• Personalisation: learning from the Amazons, Spotify's and Netflixs?

• Growing ad revenue: confronting advertiser misconceptions

• Growing ad revenue: Google, Facebook. Can news media be the 3rd player?

• The Talent War: Beating Tech Companies for Talent

Learn More

Keynote Speakers

Tamara de Buecker

Tamara De Bruecker
Chief Marketing Officer
De Persgroep, Belgium
LinkedIn @wombatdotbz

Fabrice Dekerf

Fabrice Dekerf
Wombat, Belgium
LinkedIn @wombatdotbz

Greg Hywood

Greg Hywood
Fairfax, Australia

Eivind H. Fiskerud

Eivind H. Fiskerud
Head of Data and Analytics
Schibsted Norway Subscription Media, Norway
LinkedIn @fiskerud

Stephan Granhaug

Stephan Granhaug
EVP Digital
Aller Media, Norway
LinkedIn @stephangranhaug

Klas Granström

Klas Granström
Managing Editor/Head of Digital
Expressen, Sweden
LinkedIn @klasgranstrom

Christian Lämmerer

Christian Lämmerer
Managing Director Styria Mark.Serv
Styria Media, Austria

Trude Margel

Trude Margel
European Division President
INMA and Commercial Director, Itera Gazette, Norway
LinkedIn @t_margel

Pål Nedregotten

Pål Nedregotten
EVP Innovation
Amedia, Norway
LinkedIn @nedregotten

Randi Øgrey

Randi Øgrey
Norwegian Media Business’ Association, Norway
LinkedIn @rsogrey

Jan-Eric Peters

Jan-Eric Peters
Upday, Axel Springer, Germany

Tina Stiegler

Tina Stiegler
Executive Vice President Strategy
Schibsted Media Group, Norway
LinkedIn @schibstedgroup

Terje Tandberg

Terje Tandberg
Managing Director
Budstikka Media
LinkedIn @budstikka

Xavier van Leeuwe

Xavier van Leeuwe
Director Marketing and Data
NRC, The Netherlands
LinkedIn @xvanl

Piet Wulleman

Piet Wulleman
Wombat, Belgium
LinkedIn @wombatdotbz

Accommodations + Details

Hotel accommodation booking for conference + seminar

Oslo's Scandic St. Olavs Place Hotel is offering a special accommodation rate for INMA delegates:

Single room: NOK1490 (~€165) per night, includes breakfast, WiFi and tax

Double room: NOK1690 (~€185) per night, includes breakfast, WiFi and tax

To book a room at the Scandic St Olavs Plass Hotel, contact the hotel directly at Scandic St Olavs Plass website. Use this special booking code "BINM270917" to get the preferential rate (n.b.: works only on the English language site).



All sessions and presentations will be held in English.


Business casual


Interested in supporting the INMA Media Viking Week by being one of the sponsors? Contact INMA's Kris Williams at for more details on our Supporter Packages.

Cancellation policy

Conference and Local Media Day registrations are subject to a €350 fee for cancellation between July 20, 2017, and August 15, 2017. No refunds or credits are granted after August 15, 2017.
Study Tour registrations are subject to a €1500 fee for cancellations between January 1, 2017 and July 20, 2017. No replacements are accepted after 20 September.
No refunds or credits are granted after July 20, 2017.
Hotel room cancellations must be made directly with hotel.

Europe Division Board

INMA European Board

Essential Map of Oslo

The only map you'll need when in Oslo.


The brand new Scandic St Olavs Plass Hotel in Oslo is the venue for the Local Media Day 2017 & 2017 INMA European News Media Conference.

Scandinavian Media Study Tour

To allow you to focus on the meetings and discussions, the Scandinavian Media Study Tour is fully guided and all inclusive, Sundaynight accommodation in Stockholm, travel from Stockholm to Oslo, 2 dinners (Sunday night, Monday night), Mondaynight hotel room in Oslo, lunches and transportation to the different visits. The only items not included are: your individual flight to Stockholm and flight back home from Oslo, your individual airport-transfers arriving in Stockholm and your hotel accommodation in Oslo Tuesday night.

Travel instructions

Arrival information

Study Tour, Stockholm: Participants of the Scandinavian Media Study Tour should fly into Stockholm on Sunday afternoon, 24 September.

Conference + Ideas Day, Oslo: Participants for the European News Media Conference and Local Media Ideas Day should fly to Oslo Gardemoen Airport.

Oslo airport to the city centre

Traveling to the city centre of Oslo is inexpensive and easy via shuttle train Flytoget which takes you to 'Oslo S' (Oslo Central Station) (every train) or 'Nationaltheatret' (every other train).
A one-way ticket costs NOK180 (approx. €19). Trains run from 5.35 to 12.35 every 10 minutes.

From 'Nationaltheatret' to Scandic St Olavs Hotel

Walk: If you get a train from the Oslo Airport that goes to 'Nationaltheatret' (that is every other train), it's just a short 500m (7 minutes) walk to the Scandic St Olavs Hotel. Click here for Google map instructions.

From Oslo Central Station to Scandic St Olavs Hotel

Walk: a pleasant 1.4-kilometer walk (15 minutes) if the weather permits. Instructions here.

By taxi: 6 minutes to the Scandic St Olavs Plass Hotel. Taxis are outside the station.

By bus: walk to Jernbanetorget and take Bus 37 to Nydalen T. Get off at Nordahl Bruns Gate (two stops), then walk 350 meters to the Scandic St Olavs Plass Hotel.

Stockholm Arlanda Airport to Stockholm City Centre

The Arlanda express train takes you from Stockholm Arlanda Airport to the city centre. The platform is easily accessible, underneath the arrival terminals. Departure is every 15 minutes for most of the day. Travel time is 20 minutes.


Member pricing

Scandinavian Media Study Tour*
Before July 1
sold out
July 2-August 24
sold out
As of August 25
sold out
Local Media Ideas Day**
Before July 1
July 2-August 24
As of August 25
European News Media Conference***
Before July 1
July 2-August 24
As of August 25
Conference Soiree (Thursday evening)
Before July 1
July 2-August 24
As of August 25

Register Online

Group registrations

If you want to register a group of 5 or more people, email us at this address. Group discounts apply!

Are you a Startup?

Are you a (media) startup? Apply by email to register at our 'startup rates'.

Non-member pricing

Registration rates are for INMA members only. But not to worry if you're not a member, for your convenience, the registration rate is the same for non-members plus a €750 one-year membership fee for a full 1-year membership. For more information on the many benefits of INMA membership, click here.

You must be an INMA member to participate in Media Viking Week activities. But if you're not: not to worry, your registration will include a 1-year INMA membership!

* Study tour registration fee includes: 1 hotel night (Sunday night) in Stockholm, 1 hotel night in Oslo (Monday night), Sundaynight dinner, 2 lunches, local transport, coffee breaks, and coach flight from Stockholm to Oslo.

** Local Media Ideas Day Registration fee includes: all sessions, lunch, coffee breaks.

*** European Conference registration fee includes: 2 lunches, all conference sessions, all breaks, opening reception.

Terms & conditions apply regarding cancellation of registrations.

Media Viking Week Attendees

Connect with peers participating in Media Viking Week.

See Attendees

As of 1 December 2023







  • Julie Messore




  • Lauri Hussar
  • Kristel Kivipalu
  • Merili Nikkolo
  • Sven Nuutmann
  • Rannar Raba, Editor in Chief of Tartu Postimees, Postimees Grupp AS
  • Raido Soom, Sales and Business Development Manager, Member of the Board, Postimees Grupp AS










  • Edmond De Boer, Marketing Manager, DPG Media BV
  • Petra De Munck, Marketing Manager, DPG Media BV
  • Erik Grimm, Research Manager, NDP Nieuwsmedia
  • Mira Pasveer, Manager Marketing & Sales B2C, NRC Media
  • Sylke Riester, Director Consumer Digital Sales, DPG Media BV
  • Leo-Peter Van Aerde, Marketing Manager, DPG Media BV
  • Rien Van Beemen, Chief Executive Officer, Mediahuis Nederland
  • Xavier Van Leeuwe
  • Rene Van Zanten

New Zealand



  • Danuta Bregula, Director of Membership Strategy, Agora SA
  • Tomasz Gawel, Managing Director of Paid Content, Grupa Onet PL
  • Pawel Jurek, Managing Director Grupa Onet, Grupa
  • Michal Kaczmarski, Digital Subscriptions and E-commerce Director, Gremi Media
  • Martyna Kaleta, Senior Ad Product Manager, Ringier Axel Springer Polska sp z.o.o.
  • Kasia Ludka, AI Director, Grupa Onet PL
  • Martyna Majchrzak, Managing Director Verticals, Grupa
  • Marek Miller, Strategic Partner Manager, News & Media, Google
  • Joanna Parczynska
  • Aleksandra Sobczak, Deputy Editor-in-chief, Gazeta Wyborcza
  • Bartosz Stodulski, Co-Founder and Managing Director, Laboratorium EE
  • Mateusz Szaniewski, Engagement & Retention Manager, Gazeta Wyborcza, Agora


South Africa

  • Sandy Naude, Chief Executive Officer, Africa Community Media




  • Christian Arm, Head Business Intelligence & Big Data, Ringier AG
  • Not Armon Buchli, Product Owner, Ringier AG
  • Dan Harabagiu
  • Michael Jaggi, CTO, Ringier Axel Springer Schweiz
  • Rouven Leuener
  • Sverre Munck, Member of the Board, Tamedia Publikationen Deutschschweiz AG
  • Philipp Scheidegger
  • Isabelle Schrills, Head of Business Development, Ringier AG
  • Roman Sigrist, Chief Operating Officer, Blick-Gruppe
  • Lasse Steiner, Senior Manager Corporate Development, Tamedia Publikationen Deutschschweiz AG


United Kingdom

United States

  • Kelly Alfieri, Vice President, International Audience, The New York Times
  • Damian Eales, Chief Executive Officer, Move, Inc.
  • Katy King, Senior Sales Manager, Access
  • Linda Li, General Manager, Wirecutter/The New York Times
  • Matt Lindsay, Chief Executive Officer, Mather Economics LLC
  • Emma Tucker, Editor-in-Chief, The Wall Street Journal
  • Earl Wilkinson, Executive Director and CEO, International News Media Association (INMA)

Supported by

  • Norwegian Media Businesses' Association

Silver Sponsor

Questions? Contact us


Tom Corbett
Head of European Division
Antwerp, Belgium
Dutch, English
Tel.: +32 486.37.13.36
Click here to e-mail me