Editor’s note: INMA’s European Media Conference in Budapest, Hungary, explored what media executives need to know now to put transformation into practice. This video is one in a series showcasing the most important messages from the conference.

Johanna Öberg, CEO at Stampen Media Group, says the media company — like most — lacks the fresh feel of media start-ups. But Stampen is working on it. 

“We’ve taken one of our legacy products, a local newspaper, we’ve merged it together with one of our younger companies called Modern Women Media,” she says. “Weve basically used the business model and the know-how of Modern Women Media to attract young audiences to a fairly traditional media brand.”

The biggest challenge to attracting young audiences? The product.

“Not the core of the product. News media is still very interesting, but the way that they are presented and distributed is not compelling to young audiences.”

Her advice? Try. And use young audiences and young employees.