Over the last couple of years there has been notable growth in the number of media startups who eschew quick clickbaity stories for longer, more thoughtful pieces. In the UK, for example, Tortoise Media has made significant waves with its unusual approach which the company’s co-founder Katie Vanneck-Smith outlined to delegates at DIS in 2019. Yet creating extended online content that readers pay for is not a new concept. Zetland is a Danish media company that aims to take its audience behind the news via the several longform stories and the podcast it issues each day to its 20,000 subscription paying members.