Study Tour

JUMP TO: Sunday | Monday | Tuesday | Wednesday

About the Study Tour

In a time-efficient, three-day tour du force of Scandinavia, INMA will take you behind the scenes of the news media companies leading the world in digital subscriptions in Oslo and Stockholm.

Why are the Scandinavian publishers seemingly ahead of everyone?

In this study tour, learn how the early efforts at culture change have positioned newsrooms as subscriber acquisition, retention, and engagement leaders. Learn how Scandinavian publishers pushed the subscription culture deep into company strategy. Learn how they applied new KPIs and plugged the churn gap to augment success in acquisition. See first-hand how newsrooms are organised and get a taste of what national and regional news brands are focused on in 2019.

Why did Scandinavian publishers abandon the meter and embrace a freemium-meter hybrid? What are the pros and cons of the hybrid model? What are the nuances behind models adopted by publishers in Norway, Sweden, and Finland? And why have competitors settled on similar formulas in each country?

This study tour is not for the faint of heart: three days, two cities, a lot of bus and airport time.

Yet you will conclude the INMA Media Subscriptions Study Tour of Scandinavia with a snapshot of the cutting edge — and first-hand inspiration to build subscription models that work for your culture and business goals.

Sunday, 17 March


Study Tour Kick-Off Night: Briefing and Reception

Arrive early in the Norwegian capital (Oslo) and join us for a drink on Sunday night and get an overview and briefing on the 3-day Media Subscriptions Study Tour of Scandinavia.

Monday, 18 March

09:00-13:00 VG

Visit to Schibsted: VG & Aftenposten

For many news media organisations, subscription conversion strategies are now entering the realms of emerging technology: machine learning, random forest methodology, pattern recognition, data visualisation, and Artificial Intelligence. Schibsted in Norway is one of the early adopters of these technologies. They have implemented new systems and technologies to drive their growth and influencing their subscription sales and retention strategies. Each company has enjoyed its successes thus far, and they’re learning a lot along the way.

Learn how this applies to both the popular news brand VG as well as the quality news brand Aftenposten.



14:00-16:00 Amedia

Visit to Amedia

While the global and national news brands lead in the quest for digital subscriptions; Amedia — the largest local media group in Norway, comprising 62 local newspapers — has seemingly cracked the code for local media digital subscriptions: experiencing the strongest customer growth of all Norwegian newspapers.

16:30-18:00 Amedia Amedia

Visit to NHST Media Group

NHST publishes both global and Norwegian titles with the leading national daily business paper Dagens Næringsliv (the "Norwegian Financial Times" so to speak) as their flagship news brand. Although advertising sales have continued to decline, NHST have been able to effectively offset this with strong growth in digital and print subscriptions, new digital products and by cost reductions made possible by a more efficient channel neutral workflow. The management team of NHST will share insights into their digital subscription strategy DN++.


Day 1 of Study Tour Concludes

Tuesday, 19 March

08:30-10:30 aller

Visit to Aller Media

Aller Media, active in all Nordic countries, owns the national paper Dagbladet in Norway as well as a host of magazines. Learn how they've found extraordinary synergies between the national news brand and their magazines, with a focus on digital subscriptions.


Bus departure to Oslo Airport


Travel from Oslo to Stockholm

14:45-15:45 Mittmedia


NTM is Sweden's second largest local media group; owning papers such as Norrköping Tidningar, Östgöta Correspondent, Folkbladet, Västerviks-Tidningen, Vimmerby Tidning and Motala & Vadstena Tidning. By 2017, the NTM Group had approximately 1,300 employees and sales of SEK 1.8 billion.

16:00-17:00 NTM


Mittmedia is Sweden's largest local media group. Having set an aggressive budget for its digital revenues for 2018 (both in digital advertising and digital subscriptions), these focus is starting to pay off. Learn how they did it during the MittMedia stop on this study tour.


End of Day 2 of the Media Subscription Study Tour of Scandinavia. Check-in to hotel.

Wednesday, 20 March

09:00-13:00 Expressen SvD

Visit to Bonnier News: Expressen & Dagens Nyheter

Dagens Nyheter has faced a moment of realisation that their company culture was not a subscription culture — and that realisation led to complete transformation. Now the editor-in-chief of Dagens Nyheter is in charge of subscription growth.
Expressen is laser focused on becoming the market leader in digital news in Sweden. Based on the most ambitious news coverage, mobile distribution and a large tv news operation the media house has grown rapidly. Hear the story of how Expressen now adds a new editorial focus on premium content and with that a new source of revenue.
Hear the fascinating story of Bonnier News.



14:00-16:00 Aftonbladet SvD

Visit to Aftonbladet & Svenska Dagbladet

An in-depth tour of the newsrooms of these 2 Schibsted-owned newspapers in Sweden. With deep dive presentations into the transformation of Aftonbladet and Svenska Dagbladet. Hear the insight story from Schibsted Sweden, Aftonbladet and Svenska Dagbladet in particular.