During the last 50 years the newspaper industry has changed rapidly. The digitalization of society is a driving factor of these changes and have led to a globalization of the newspaper industry. Increasingly, the newspaper industry has gone from only publishing news in a physical form to more digital formats. During this process organizational structures have evolved, and IT is taking a bigger role within this industry. At the same time, customers behavior regarding news reading is changing. Digitalization has led to opportunities for organizations to analyze these changes through Big Data. Despite all of these changes, not much have happened regarding work with customer insights. As a result, the newspaper industry has lagged behind regarding customer insights. To utilize the possibilities with digital customer insights, organization strategies, goals and competence have become more relevant. This study focuses on creating a deeper understanding for challenges and conditions organizations within the newspaper industry have to address in their work with digital customer insight. To create this understanding, the study focuses on current research regarding digital transformation, innovation and change management. As well as, providing guidelines for how organizations can develop digital customer insights and integrate these within the organization.