Innovation with purpose: How Mediahuis reinvents journalism for a changing world
What does meaningful innovation look like in the media industry today? For Heino Schaght, Innovation manager at Mediahuis, it’s not about flashy tech, it’s about creating lasting value for audiences in a changing world. As a member of Future Media Hubs, Heino shared how his team approaches innovation as a tool to support strong, independent journalism.
Focus on journalism
At the center of Mediahuis’ innovation strategy lies its mission, not technology. “We believe in the power and importance of independent journalism,” Heino explains. “But for that journalism to remain impactful, it must also be sustainable and aligned with how the world, and especially how people, are changing. That’s why innovation is not a luxury, but a necessity.”
Mediahuis monitors the strategies of media innovators, such as The New York Times, not to imitate them blindly, but to understand the mechanisms that keep them relevant. “It’s not about chasing shiny new tech. It’s about staying meaningful to our audiences. That’s what matters today and in the future.”
The shadow of big tech
When asked about the main challenges facing commercial media today, Heino points to two powerful forces: the rise of big tech and the decrease of public trust in traditional institutions. “The tech giants have massive resources and dominate much of the digital landscape. They set the terms of engagement and we often play catch-up,” he says. At the same time, younger audiences are turning away from traditional news channels. But that doesn’t mean they are uninterested in news. “They still consume information, a lot even, but in a totally different way. They do it on platforms we don’t own, in formats we didn’t invent.” Reconnecting with this generation without compromising journalistic integrity is one of Mediahuis’ central concerns. “It requires different forms, new platforms and the ability to rotate when needed.”
Experimenting
This shifting media environment demands a new set of skills and attitudes within the organization. “We look for curiosity, courage and what I call 'strategic patience'.” Heino notes. “Innovation means trying things out, knowing that some efforts may fail. You have to be comfortable building something when the payoff might only come in three to five years, if it comes at all.” This long-term thinking is not always easy in a results-driven business, but for Mediahuis it is essential. Their ambition is to create value, not just change.
Time well spent
Where some media companies might measure success in pageviews or clicks, Mediahuis focuses on ‘time well spent’: a deeper metric for audience engagement. “We want our content to feel worthwhile. Even a quick update should leave the reader with something of substance,” says Heino. As one of his colleagues once put it: “We don’t want our users to leave feeling like they’ve just eaten at McDonald’s, full for a moment, but empty a few minutes later.”
This philosophy shapes both content and product strategy, plus it informs the group’s broader innovation efforts which include initiatives tailored to younger audiences, non-native speakers and emerging international markets.
Money: a tool and a constraint
Although Mediahuis has a dedicated innovation budget, comparable to that of other departments like marketing or IT, resources are still limited. “That’s why we lean on partnerships,” Heino explains. “We collaborate with public broadcasters like VRT, and more specific the international network of Future Media Hubs.” But constraints, he adds, can be a powerful creative driver: “When resources are tight, you’re forced to ask different questions like what if we had no budget at all? That kind of thinking pushes you to explore collaborations, unlock alternative funding or come up with lower-cost solutions that still deliver real value. And honestly, that’s the fun part of the job: finding new ways to solve the right problems.”
Looking to the future
Artificial intelligence, and especially generative AI, is seen as a key area of opportunity, but not in isolation. “AI is not an end in itself. It’s a tool. We’re interested in how it can help us solve real problems,” says Heino. “We’re not here to automate journalism. We’re here to make it more effective, more accessible and more engaging.”
Mediahuis is also exploring formats like ‘liquid content’ (content that flows easily between platforms, formats and audiences) as well as voice interfaces and conversational AI. These emerging tools could open new doors for interaction and accessibility.
Conclusion
At Mediahuis, innovation is not about chasing the next big thing, it’s about using change as a lever to strengthen their core mission: delivering relevant, independent journalism in a society that is constantly in motion. Under the guidance of innovation leaders like Heino Schaght, Mediahuis is not just following trends, it’s actively shaping its future by focusing on people, values and meaningful impact.
