Institutt for journalistikk

What Institutt for journalistikk does

Institutt for journalistikk (IJ) is a Norwegian non-profit foundation (stiftelse) established in 1975 by the three principal media industry associations — Norsk Journalistlag (NJ), Norsk Redaktørforening (NR), and Mediebedriftenes Landsforening (MBL) — to deliver continuing education and competency development for Norwegian journalists and media organizations. Headquartered at Pressens hus (Norwegian Press House) in Oslo after relocating from Fredrikstad in 2019, IJ operates with approximately 8 core staff supplemented by a network of roughly 25 external lecturers and advisors through its IJ Råd program.

The organization offers a portfolio of products spanning physical courses at Pressens hus, self-paced online nettkurs (delivered via a Learnworlds-powered platform with Stripe checkout), the START program for journalists without formal training, custom in-house corporate training (Skreddersøm Bedrift), the four-step STYRK competency planning framework, leadership development programs, international study tours, and the annual KI- og mediedagen conference on AI in journalism co-organized with NTB. IJ also co-develops content (notably the Verifisering course and Iver chatbot with Faktisk.no) and administers industry scholarship funds.

Revenue is generated through a mix of course fees (open enrollment seats at 7,500-9,500 NOK, customized enterprise programs ranging from 50,000 NOK to 800,000+ NOK per year), sales-led direct engagement with editorial leaders at Norwegian media companies, and project-based grants from government and industry bodies (Norwegian Ministry of Foreign Affairs, Finansmarkedsfondet, Klimastiftelsen Umoe, Norwaco). Go-to-market is relationship-driven, leveraging the founding organizations' networks, the weekly MailerLite newsletter, an owned podcast (Journalistisk Påfyll), social media presence, and presence at industry events (KI- og mediedagen, SKUP). Technology is entirely third-party SaaS — Learnworlds LMS, Craft CMS, Piwik PRO/Google Analytics, MailerLite, Stripe — with no proprietary AI or platform development; IJ's differentiation rests on institutional brand, practitioner-led content, and structural proximity to the Norwegian press industry.

Name

Institutt for journalistikk

Legal name

Stiftelsen Institutt for journalistikk

Website

https://ij.no

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Short description

Institutt for journalistikk is a Norwegian non-profit foundation, founded in 1975 by the country's three principal media associations, that provides journalism training, online courses, leadership programs, and competency planning to Norwegian journalists and media organizations, headquartered at Pressens hus in Oslo.

Ownership category

akta.pro rank

Product category

Journalism Training & Professional Development

NAICS

Management, Scientific, and Technical Consulting Services (5416)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Institutional & Custom Publishing (Coursepacks, Campus/Corporate Training) (MPAJABAL)

akta.pro secondary industry

Government & Public Sector Conferences (MPAGAGAH)

Keywords

• Journalism training
• Media education
• Professional development
• Competency planning
• Corporate training

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Course fees (physical and digital courses): IJ charges course fees for its open enrollment courses, corporate/customized courses, study tours, and digital/net courses. Pricing varies by course type, with discounted rates for members of Norwegian press organizations. Digital courses are paid via Stripe at point of purchase; physical courses are invoiced 5–10 days before the course date. Fees are non-refundable after the cancellation deadline (4 weeks before start). IJ also sells recorded conference content (e.g., KI- og mediedagen recordings).
2. Government and industry funding: As a non-profit foundation, IJ receives funding from its founding organizations (Norsk Journalistlag, Norsk Redaktørforening, Mediebedriftenes Landsforening) and project-based grants from bodies such as the Norwegian Ministry of Foreign Affairs (Utenriksdepartementet) for the 'Frie Medier' (Free Media) international press freedom program, Finansmarkedsfondet for journalism study tours, and Klimastiftelsen Umoe for climate journalism scholarships. IJ also administers stipend schemes (Pressens faglitteraturfond, Pressens stipendfond, climate scholarships) on behalf of industry bodies.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Institutt for journalistikk delivers journalism-specific professional development including open enrollment physical and online courses, customized corporate in-house training, structured competency planning (STYRK), leadership programs, and international study tours for Norwegian media companies and journalists. Founded in 1975 by the three principal Norwegian media associations (NJ, NR, MBL), IJ operates from Pressens hus in Oslo and also administers scholarship funds and runs the annual KI- og mediedagen conference with NTB.

Product overview

Institutt for journalistikk (IJ) is Norway's media industry-specific training and competency center offering a portfolio of professional development products for journalists and media professionals. The core offerings include nettkurs (self-paced online courses) accessible for 6 months, physical courses at Pressens hus in Oslo, START-kurs (a 3-session journalism fundamentals program), and custom corporate training (skreddersøm). IJ also provides structured competency planning through STYRK, leadership programs, and consulting services via IJ Råd. The organization manages scholarship funds (PFF and STIP) for journalism development and produces the Journalistisk Påfyll podcast. AI-related offerings include courses on generative AI tools (ChatGPT, Gemini), verification techniques, and the annual KI- og mediedagen conference. Course topics span journalism methods, writing, video, audio, photography, leadership, economics, and digital tools. IJ's digital learning platform is powered by Learnworlds with Stripe payment integration.

Differentiator

Problem solved

Functional benefit

Products and services

• Nettkurs (Online Courses) Self-paced online courses covering topics like AI for journalists, verification, writing, video production, and journalism methods. Available for 6 months from purchase via Learnworlds-powered kompetanse.ij.no with payment via Stripe.
• Fysiske kurs (Physical/In-Person Courses) In-person courses held at Pressens hus in Oslo or at client offices, covering journalism skills, leadership, AI tools, video, photography, and specialized topics. Open enrollment and specialized topical courses.
• START-kurs A three-session program over four days for editorial staff without formal journalism education, covering press ethics, source criticism, research, law, interviewing, and writing/video/photo skills. Subsidized for NJ members in MBL companies at 6,000 NOK; full price 40,000 NOK + travel and accommodation.
• STYRK - Kompetanseplanlegging (Competency Planning) A four-step competency planning framework for newsrooms to systematically identify training needs, create development plans, and implement training programs. Quote-based pricing ranging from ca. 50,000-200,000 NOK for basic interventions to 500,000-800,000+ NOK per year for large multi-year programs.
• Skreddersøm Bedrift (Custom Corporate Training) Customized training programs delivered by IJ instructors directly at client offices, tailored to specific editorial team needs and identified competency gaps.
• Lederprogrammet (Leadership Program) Leadership program teaching safe and clear leadership in unpredictable media environments, covering change management, team building, and decision-making for editorial leaders.
• IJ Råd (Consulting Services) Consulting services using IJ's network of internal specialists and ~25 external advisors for engagements beyond traditional courses, including advisory and specialized projects.
• KI- og mediedagen (AI and Media Day Conference) Annual conference on artificial intelligence in journalism and media, co-organized with NTB (Norsk Telegrambyrå). Full conference recordings are sold as digital products after the live event.
• Verifisering - ikke la deg lure! (Verification Course) Free digital learning package on verification of images, audio, video, and text, co-developed with Faktisk.no. Includes AI verification techniques and the Iver chatbot trained on the course material to assist learners.

Quantifiable outcome

• 92.5% of surveyed journalists report needing professional development to stay motivated
• +3 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

AI capability10 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• NTB (Norsk Telegrambyrå)coreStrategic or Co-development Partner · 13 February 2025IJ and NTB co-organize the annual KI- og mediedagen (AI and Media Day) conference, one of Norway's key events at the intersection of journalism and artificial intelligence. The conference brings together media leaders, technologists, and journalists for a full day of sessions.
• Norsk Journalistlag (NJ)coreStrategic or Co-development Partner · 1 January 1975NJ is one of IJ's three founding organizations. IJ was established in 1975 by NJ, Norsk Redaktørforening (NR), and Mediebedriftenes Landsforening (MBL). NJ represents Norwegian journalists and continues to be a key stakeholder and referral channel for IJ's training programs. NJ also co-developed the Journalistavtalen (Journalist Agreement) which embeds competency development rights.
• Norsk Redaktørforening (NR)coreStrategic or Co-development Partner · 1 January 1975NR is one of IJ's three founding organizations and holds the board chairmanship. IJ's statutes specify that NR's representative serves as board chair. NR represents Norwegian editors and is a key partner in setting the strategic direction and content priorities for IJ's training offerings.
• Mediebedriftenes Landsforening (MBL)coreStrategic or Co-development Partner · 1 January 1975MBL is one of IJ's three founding organizations and a board member. MBL represents Norwegian media companies and helps set the strategic agenda and ensures IJ's offerings align with industry needs. MBL member companies are a primary customer base for IJ's corporate training programs.
• NorwacocoreGTM or Marketing PartnerNorwaco (the Norwegian audiovisual authors' rights organization) co-funds and sponsors IJ's international study tours for Norwegian journalists, including trips to Gothenburg (investigative journalism), Nuuk/Greenland (geopolitics), and other destinations. IJ organizes the professional program for these tours.
• Faktisk.nocoreStrategic or Co-development PartnerIJ and Faktisk.no co-developed the 'Verifisering – ikke la deg lure!' (Verification – Don't Be Fooled!) digital learning package, a comprehensive 5-step verification methodology course for journalists covering images, audio, video, and text. A chatbot named 'Iver' was also trained on the course material to assist learners.
• SKUP (Senter for kritisk undersøkende journalistikk)minorStrategic or Co-development PartnerIJ collaborates with SKUP on investigative journalism training. IJ leads the annual Graveskolen (Investigative School) in Tønsberg together with SKUP. IJ also administers climate scholarships for SKUP conference participants.
• NONA (Norwegian Online News Association)minorStrategic or Co-development PartnerIJ collaborates with NONA on content and events, including panel discussions on AI in journalism at Pressens hus.
• Ethical Journalism Network (EJN)minorStrategic or Co-development PartnerIJ collaborates with EJN on international press freedom projects funded by the Norwegian Ministry of Foreign Affairs. EJN is a global network focused on ethics in journalism.
• Pressens huscoreStrategic or Co-development PartnerPressens hus (Norwegian Press House) in Oslo is IJ's primary location for physical courses, conferences, and events. IJ's headquarters is at Pressens hus, and IJ collaborates with the venue on room rentals and co-hosts events with other Pressens hus occupants.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• European Journalism Centre (EJC): Maastricht-based nonprofit providing training programs, fellowships, and customized newsroom support across Europe, including on AI, verification, and investigative reporting. Directly comparable mission and donor-funded model to IJ's 'Frie Medier' international work.
• Investigative Reporters and Editors (IRE): US-based nonprofit that runs training conferences, bootcamps, and customized newsroom training on investigative journalism. IJ already partners with IRE's Norwegian equivalent SKUP; IRE is the global scale analog for IJ's investigative journalism work.
• Danish School of Media and Journalism (DMJX): Denmark's leading journalism and media training institution, offering continuing education, customized corporate training, and a broad catalog of journalism methods. Direct Nordic analog of IJ with very similar industry-association governance and customer base of Danish media.
• Poynter Institute: US-based nonprofit journalism school offering workshops, customized newsroom training, and online courses on verification, ethics, and digital tools. Operates with a similar nonprofit, industry-funded model and directly competes on international verification and AI training content.
• Society of Professional Journalists (SPJ): US professional association for journalists offering training, webinars, and customized newsroom programs on ethics, law, and digital skills. Mirror of NJ's role in the Norwegian ecosystem and a comparable industry-association training provider.
• Reuters Institute for the Study of Journalism: Oxford-based research and training center for journalism covering digital news, trust, AI, and media leadership. Targets the same C-suite editorial leadership that IJ serves via its Lederprogrammet and STYRK offerings, and publishes industry-defining research Norwegian editors read.
• OsloMet – Oslo Metropolitan University (journalism program): Hosts one of Norway's largest journalism education programs, with a faculty covering photo, video, and digital journalism. Directly competes with IJ for industry upskilling mandates and the same pool of Norwegian journalism students and professionals.
• Deutsche Journalistenschule: One of Germany's most respected journalism schools, combining vocational training, customized in-house programs for media companies, and continuing education. Closest large-scale European equivalent of IJ's hybrid academic/industry model.
• Høgskulen i Volda (Volda University College): Norwegian university college with one of the country's most established journalism degree programs and significant continuing education offerings. Competes with IJ for Norwegian media training budgets and instructor talent.

Others

• Free Press Unlimited: Dutch nonprofit supporting independent journalism and press freedom worldwide, frequently co-funded by European governments. Not a training competitor but operates in the same international press freedom funding space and is a potential collaborator/competitor for Norwegian MFA grant programs.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/IJ.kurs
• LinkedInlinkedin.com/company/ij-institutt-for-journalistikk
• Instagraminstagram.com/instituttforjournalistikk
• Xx.com/ijourn

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Institutt for journalistikk