Alan Rusbridger blinks in the morning light at the seaside in Visby. Sudden hair, sweet smile. It's easy to understand why glass-eyed Britain with the warmer on the forehead looked like Harry Potter.

This morning he radiates the satisfaction of a Potter who has just won a difficult power play against Voldemort, the evil wizard of JK Rowling's books. And Alan Rusbridger has just completed a big, difficult project. On Sunday, he wrote the manuscript of the book "Breaking News", which will be released in the United Kingdom and the United States this fall.

– I wrote the last sentences. Then I went to Heathrow and then to Sweden.

As editor between 1995 and 2015, Alan Rusbridger wrote on The Guardian of a British paper magazine to a world-wide digital news organization with readers around the world.

– Half of my book is about it. I do not think anyone in the newspaper world has written about the digital revolution, from a deep point of view.

Alan Rusbridger speaks at the DND Major Seminary, "The War on Journalism" in Almedalen. The media are under the pressure of fake populist politicians, Nazis and simple citizens who are healthy and social media critics. In such a moment, it is extremely important that journalism does not dig into a trench, "said Alan Rusbridger. On the contrary, journalists and editors should discuss the debate, preferably online, and explain why they are needed.

It looks like the traditional attitude of the British media to the notoriously bizarre supporter of the Millwall football team: "Nobody likes us – and we do not care!"

– This attitude has had the British press for many years. And they could have it because newspapers had the printing presses.

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In the digital age much more humility is needed. Journalists and publishers who want to build trust need to use social media and echo their thoughts. And please ask for help.

– You should know that readers often know more than us. And make use of it

Around 2009, Alan Rusbridger noticed a change in some of the Guardian's top reporters. Instead of keeping their stories secret, they went on social media and said what they were working on. They requested information from readers and received it. Social media has become a working tool. The transparent attitude needs to be addressed by a greater number of journalists – and it is supplemented by educational explanations of what journalism should really be useful for.

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Alan Rusbridger crisis of identity of journalists, who have to find their place in a new digital age. He himself broke that. When he became editor in 1995, The Guardian did not even have a website.

– I remember going to the United States and talking to other publishers. Nobody had any idea what to expect. At that time, the New York Times did not believe that online news would work at all.

Alan Rusbridger did not fully realize how the power of the network would totally change the conditions of journalism. When the Twitter microblog first appeared in 2006, The Guardian's Digital Manager told Rusbridger: Twitter will be the best news organization in the world. It will be faster, more complete and easier to understand.

– I chased it out of space. It seemed so ridiculous. And today I think: She was not quite right – but she was not quite wrong either.

Rusbridger figured out enough to give the Guardian a digital platform and bet it correctly. With serious journalism and a series of international revelations – including the tortures and abuses of the United States and Britain in Iraq, using the data of Wikileaks and the massive surveillance of Western authorities, using the data of Edward Snowden, The Guardian has received millions of readers from around the world.

The Return of Expansion : It costs a lot of money. Alan Rusbridger was a big opponent of online payment walls. The Guardian estimated that 97% of readers would disappear if the newspaper set up a payment wall. However, ads and donations were not enough to cover the costs. 2015, the year when Rusbridger finished as editor, The Guardian made a loss of about half a billion.

The Guardian still has no wall of pay, but ends each article with the wish that readers voluntarily give money. About 800,000 people do it, according to Rusbridger, and losses have declined in recent years.

– From what I understand, The Guardian is expecting a zero-final year in 2019. That means the business model holds.

no payment walls for several reasons. His best argument: a false story that the rapists in Malmö in December dumped liquids between the legs of the 17-year-old girl. A right wing twitter broadcast, urging everyone to split it because "mainstreammedia" conceded the event.

Alan Rusbridger in London saw the tweet, which received a huge international spread. He asked Swedish journalists a question: is this true, and why are you talking about it? He had several negative answers: no, we are not silent, here is a link.

– But when I clicked I met a wall of payment: "Pay 9 euros and you will see this article".

Rusbridger spent and a half-day researching the subject before realizing that the fluids task was wrong. Swedish newspaper articles on the subject are behind the payment wall.

– Most people in the world have seen these fake data not having a subscription to Dagens Nyheter or other Swedish newspapers. So the truth lies in a kind of closed community, behind the walls. You leave the field open to people on Facebook and Twitter who say: Here is my version of the truth.

Alan Rusbridger talks about the duty and responsibility of the media in search of duty in a world of unfettered Facebook propaganda and status. The big question, lets Rusbridger with a lame smile, is where the money will come from.