Guro Valland is responsible for editorial insights in the Norwegian business daily Dagens Næringsliv. She is part of the engagement team, which includes digital journalists, web designers, programmers, marketers and social media engagers. The role is diverse and consists of everything from in-house analytical training to forming editorial strategies – both with aims to increase the number of subscribers and to keep them subscribing.
Guro is a strong believer of data driven insights to execute the most appropriate prioritizations in the newsroom. And further, how this is core in cultural change to reach both editorial and commercial goals. Guro is a trained business journalist and has a master's degree in business marketing from Freie Universität Berlin. The thesis was based on understanding audience engagement among younger digital subscribers in a newspaper in Norway.