Foundations and editor-led media: Insights from Norway’s approach

In early 2024, Sparebankstiftelsen DNB (the Savings Bank Foundation DNB) allocated NOK 388.5 million to the Amedia Foundation to develop it as an independent, non-profit foundation that will support projects of significance for journalism, democracy and freedom of expression.

This significant grant builds on a decision made in 2016, when Sparebankstiftelsen DNB purchased Amedia, Norway’s largest local newspaper publisher, and established the Amediastiftelsen (the Amedia Foundation) as the owner of the group.

This somewhat unusual move by a non-profit foundation brings attention to the role of foundations in supporting editor-led media.

Why support local newspapers? 

When Sparebankstiftelsen DNB purchased Amedia in 2016, the goal was to secure long-term, stable ownership for local newspapers that are vital to communities across Norway. Local newspapers play a critical role in keeping residents informed, supporting local culture, and fostering public debate.

For Sparebankstiftelsen DNB, these goals aligned well with their mission of strengthening local communities, especially initiatives supporting children and young people. 

Local newspapers do more than report the news – they help shape the identity and cohesion of communities. By covering a broad range of local issues, they provide residents with a shared understanding of what’s happening in their area. This helps prevent siloed thinking and builds connections across different groups within a community. 

As André Støylen, former CEO of Sparebankstiftelsen DNB, noted at the time of the Amedia purchase: “Local newspapers are essential to their communities, to democracy, culture, and organisational life. The goal of this acquisition is to help newspapers continue to develop for the benefit of their local environments.” 

The decision to establish a foundation as the owner of Amedia, would enable the media group to operate with a long-term perspective, ensuring independence and editorial freedom.

It was, nevertheless, an unexpected move and a surprise that a non-profit foundation would acquire a media company.

Independent media in the age of misinformation 

Editor-led journalism plays an essential role in countering misinformation. Research by The Norwegian Media Authority (Medietilsynet) in late 2023 found that 69% of respondents had encountered news stories online they suspected were false within the past six months. The majority of this content was found on social media. 

In contrast, 51% of Norwegians view editor-led media to be credible and reliable sources of information, compared to only 8% for social media platforms. These findings highlight the importance of supporting journalism that adheres to clear editorial standards and accountability mechanisms. 

In a time when misinformation can spread rapidly, editor-led media offer an essential counterbalance. By providing verified information, they help maintain public trust and enable citizens to make informed decisions as well as being an arena for the exchange of opinions.

Defining Amediastiftelsen’s priorities 

With the recent funding from Sparebankstiftelsen DNB, the board of the Amedia Foundation has during the year defined its priorities. These include: 

• Projects that promote the use of editorial media and reach new groups of media users. A key focus is to reach younger generations, who often use other sources for their news consumption.
• Support industry-wide initiatives and measures that promote knowledge-sharing and collaboration between editorial offices.
• Enhance competence in editorial offices and develop tools and knowledge that will strengthen journalism across the sector.

The first grant made by the foundation is an example of the latter and it went to the Center for Investigative Journalism (SUJO) to develop a “Democracy Database.” This searchable archive of political documents from municipalities and county councils will be accessible to journalists and the public, enabling greater transparency and accountability. 

Challenges in reaching younger audiences 

A significant challenge for the media industry is engaging young readers. While 78% of Norwegians read at least one newspaper daily, according to a recent Kantar survey, younger people are less likely to access traditional news sources. 

Amediastiftelsen aims to address this by supporting projects that explore methods to reach young audiences. For instance, creating content by and for young people or make editorial content more accessible to young audiences.

This work is especially important given findings from a 2024 survey by the Norwegian Media Authority, which showed that 66% of 13 to18-year-olds had come across news stories they suspected were false or inaccurate in the past six months. Teaching media literacy and making reliable news accessible to this group are critical steps in building trust and awareness. 

The significance of foundation-owned media

The Amediastiftelsen model offers insights into how foundations can play a role in strengthening the media sector. By investing in journalism, they contribute to a more informed and resilient society. 

Editor-led media remain a cornerstone of democratic societies, and their future should matter to all who value informed and engaged communities. 

As the foundation continues its work, it will undoubtedly provide valuable lessons for others interested in the intersection of philanthropy and journalism.

Facts about Amediastiftelsen

• Sparebankstiftelsen DNB purchased the media group Amedia in 2016 and established Amediastiftelsen (the Amedia Foundation) to own the group
• The foundation supports media organisations, industry organisations and educational/research institutions, within and outside Norway
• Approximately NOK 30 million will be allocated in 2025
• André Støylen, the former CEO of Sparebankstiftelsen DNB, is now the general manager of the Amediastiftelsen