Study Tour

Sunday, March 5

18:30 – 20:30

Study Tour executive briefing and reception

Guldgrand Lounge, Hilton Slussen

Over drinks and snacks, Study Tour participants will get a briefing on the two-day study tour of Stockholm news media companies and start-ups. Get an overview of the market, what to expect, and what to look out for at each company we visit.

Tobias Lindberg
Reseacher, Nordicom, and Author, Nordic News Media in Global Competition, Sweden
Robert Whitehead
INMA Study Tour Guide and Media Entrepreneur, Australia

Monday, March 6

08:15 - 08:30

Meet in lobby of the Hilton Slussen

Hilton Slussen, Guldgränd 8

Meet the group in the Hilton lobby at 8:15 to board the bus for a sharp 8:30 departure. Bring your government issued identification card and wear comfortable shoes.

08:30 – 09:00

Transfer to Bonnier Publishing Group

As we transfer by bus to our first stop we will learn more about Bonnier Publishing Group. During our visit this morning INMA will visit with Dagens Nyheter, Expressen, Dagens Industri, and Bonnier Local News.

09:00 – 09:30

Visit to Bonnier Publishing Group

Gjörwellsgatan 30

At this morning’s visit to Bonnier Publishing Group, we will visit with Dagens Nyheter, Expressen, Dagens Industri, and Bonnier Local News. Prior to breaking up into groups, we will hear an overview of Bonnier. Included in this welcome will be a brief on Bonnier’s reader revenue department for all news brands under its purview. We will learn how that has improved subscription performance.

Nicolas Larsson
Chief Commercial Officer, Dagens Nyheter
Josefina Rickardt
Chief Marketing Officer & Head of Consumer Revenues, Expressen

09:30 – 10:45

Visit to Dagens Nyheter

Gjörwellsgatan 30

Dagens Nyheter 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. Meanwhile, 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.

Peter Wolodarski
Editor-in-Chief, Dagens Nyheter

10:45 – 12:00

Visit Expressen

Gjörwellsgatan 30

Expressen, also owned by Bonnier, 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 has a new editorial focus on premium content and with that, a new source of revenue.

Klas Granström
Editor in Chief and Publisher, Expressen
Johanna Odlander
Head of editorial at Expressen Premium, Expressen

12:00 – 12:30

Lunch at Bonnier

12:30 – 14:00

Visit to Dagens Industri and Bonnier Local News

Gjörwellsgatan 30

Dagens Industri, that is owned by Bonnier, is a business newspaper successfully managing the print-to-digital transformation with success in digital subscriptions. Bonnier News Local, jointly owned by Bonnier News and Norway's Amedia, is a leading local newspaper group with operations in southern and central Sweden. The group is the result of an earlier merger between the former Mittmedia, Hall Media, and HD-Sydsvenskan. Bonnier News Local is Sweden's leading local media group and includes more than 40 brands.

Jonas Jonsson
Managing Editor, Dagens Industri
Pia Rehnquist
Publisher, Bonnier Local News

14:15 – 14:30

Transfer to NTM

14:30 – 16:00

The story behind NTM

Epicenter, Mäster Samuelsgatan 36

NTM is Sweden's second-largest local media group, owning 19 newspapers such as Norrköpings Tidningar, Upsala Nya Tidning, Östgöta Correspondenten, Norran, and Eskilstuna-Kuriren. In recent years, they launched a paywall and conducted a pervasive reboot on digital reader revenue, putting a strong focus on audience engagement and loyalty. Value, relationships, and habits are cornerstones in their strategy, "Let’s get ready to double.” Which aims to double up on digital subscribers in three years. You will get a deep insight in the journey towards doubling up, and will learn how NTM gets audience data close to the reporters in daily work, welcomes robots into the newsroom, works for gender equality in journalism, uses editorial contests to drive engagement, focuses on the customer and stops doing “everything for everybody,” captures sports fants with live TV to strengthen subscriber loyalty, and realises that organisational change is needed to reach subscription North Star goals.

Lina Hedenström
Jens Pettersson
Head of Editorial Development, NTM

16:00 – 16:15

Transfer to Acast

Walk details

Short walk to our next stop.

16:15 – 17:45

Visit to Acast

Kungsgatan 28

Acast is a Swedish-founded company that provides hosting, monetisation, and growth support for podcasts and podcast advertising solutions for brands and media agencies. The company has pioneered the open podcast ecosystem ever since – making podcasts available on any listening platform. Acast provides a marketplace, helping podcasters find the right audience to monetize their content. Today, Acast hosts more than 88,000 podcasts, with more than 430 million listens every month. Acast was founded in 2014, operates worldwide, is headquartered in Stockholm, and is listed on the NASDAQ First North Premier Growth Market.

Niklas Forsberg
Partner Manager Schibsted, Schibsted
Josephine Forssjö
Content Director Nordics, Acast
Jenny Rahm
Managing Director Acast Nordics, Acast
Emily Villatte
CFO, Acast

Tuesday, March 7

08:15 - 08:30

Meet in lobby of the Hilton Slussen

Hilton Slussen, Guldgränd 8

Meet the group in the Hilton lobby at 08:15 to board the bus for a sharp 08:30 departure.

08:30 – 09:00

Transfer to Sesamy

09:00 – 10:15

Visit to Sesamy

4th floor, Eriksbergsgatan 8B

Sesamy is a Stockholm-based digital content platform from the co-founders of Acast, the world's largest global podcast platform. Sesamy offers a frictionless single-purchase alternative for news articles, enabling publishers to monetise non-subscribed consumers without cannibalising their existing revenue streams from digital subscriptions. SmartID, Sesamy’s innovative and ever-evolving technology that complements subscriptions, not competition, by informing a reader when it would be financially preferable to purchase a subscription and suggesting the correct price to readers. By aggregating large amounts of data, Sesamy can see that if someone buys three or four articles in a month, they should have a subscription and prompts them accordingly.

Karl Rosander
Co-Founder & Chairman
Måns Ulvestam
Co-Founder & CEO

10:15 – 10:45

Transfer to Schibsted

10:45 – 11:15

Visit Schibsted

Västra Järnvägsgatan 21

Be welcomed to Schibsted headquarters in Stockholm during this visit we will hear from executives of Aftonbladet, Svenska Dagbladet, and IN/LAB.

11:15 – 12:00

Visit to Aftonbladet

Västra Järnvägsgatan 21

Shibsted-owned Aftonbladet was among the first media outlets in the world to charge readers for digital content. Twenty years have passed since the launch of Aftonbladet+, and during that time brick by brick has been laid for Aftonbladet to build a sustainable business model for digital subscriptions — without a negative influence on earnings that stem from digital reach and mass appeal. As part of Schibsted, Aftonbladet — together with Svenska Dagbladet (SvD), VG, and Aftenposten — has developed close cooperation in the field of analysis, editorial, CRM, and product to strengthen the relationship with subscribers, secure growth in revenue per user, and be at the forefront in digital media subscriptions.

Lena K Samuelsson
Publisher, Aftonbladet
Ted Kudinoff
Manager Consumer Business, Aftonbladet
Karin Schmidt
Editorial Director, Aftonbladet
Martin Schori
Managing Editorial Director, Aftonbladet

12:00 – 13:00

Lunch at Schibsted

13:00 – 14:45

Visit to Svenska Dagbladet

Västra Järnvägsgatan 21

Svenska Dagbladet (SvD), also owned by Shibsted, will give its view on how the paid content strategy was revised by combining editorial craftsmanship with analytics in tightly integrated processes and methods. SvD will also share their experience of the balancing act between the need for volume and a sustainable price point, and why data buzzwords might not do the trick.

Anna Careborg
CEO, Editor-in-Chief and Publisher, Svenska Dagbladet
Petter Lorentzon
Manager Consumer Business, Svenska Dagbladet
Karin Nilsson
Marketing Director, Svenska Dagbladet
Martin Ahlquist
Managing Editor, Svenska Dagbladet

14:45 – 15:30

Visit to IN/LAB

Västra Järnvägsgatan 21

IN/LAB, short for inclusion lab, is a new joint venture between Schibsted and the Tinius Trust. The team is tasked with prototyping future news experiences for groups currently not represented in Schibsted's user base. Their work is largely focused on community research and technological experiments, mostly within the AI domain.

Agnes Stenbom
Head, IN/Lab

15:30 – 16:00

Transfer to Convendum

16:00 – 16:30

Presentation of Stampen Media

Convendum, Kungsgatan 9

Like NTM, Stampen Media is one of Sweden's leading media groups with many regional and local news brands. With 14 West Coast, subscription titles, Stampen provides over a million readers quality local journalism and engaging news and content from their area on a daily basis. Their subscribed titles are Alingsås Tidning, Bohusläningen, Göteborgs-Posten, Hallands Nyheter, Hallandsposten, Härryda-Posten, Kungsbacka-Posten, Kungälvs-Posten, Mark-Posten, ST-tidningen, Mölndals-Posten, Partille Tidning, Strömstads Tidning, and TTELA.

Christofer Ahlqvist
Editor-in-Chief, Stampen
Hanna Månsson
Head of Subscriptions, Stampen

16:30 – 17:30

Startup Brainsnack Fest

The final portion of the INMA Stockholm Study Tour features six Nordic startup companies, all active in the wider news media business. You will hear short, 10-minute presentations from each, with ample time for Q&A.

NewsAigency Tello
Bundling of service providers such as Netflix and HBO Max with a digital news subscription.

Alexander Jamal
Journalist and Co-Founder, NewsAigency Tello

A personalised news service, based on unique geo-positioning algorithms and AI, finds content close to the user's heart. An automated voice service can be added.

Sakari Pitkänen
Former Chief Editor, Metro, and Co-Founder, Localix

Empower your users with hyperlocal city guides and cutting-edge event calendars.

Jenny Nguyen
Business Development Manager, Cruncho
Lionel Lassalle
Founder and CEO, Cruncho

Jan Laurén, Co-Founder and Co-Owner of Adeprimo
It is all about campaign rules, chain campaigns, flexible campaigns, up-and-down grades, resque flow, and segmented offers.

Jan Laurén
Co-Founder and Co-Owner, Adeprimoo

How to seize the local opportunity in a way that ensures relevance and strengthens conversion rates in a digital subscription environment?

Morten Holst
Co-founder, Innocode

17:30 – 17:45

Transfer to Hilton Slussen

17:45 – 18:30

Debrief of the Stockholm Media Study Tour

Hilton Slussen Eken Bar

Get a debrief of the past two days and discuss the visits with fellow participants over a drink at the Hilton Slussen.


End of the Media Subscriptions Study Tour in Stockholm


Questions? Contact INMA

Tom Corbett

Head of European Division
Antwerp, Belgium
Dutch, English
Tel.: +32 486 37 13 36

E-Mail me

Bonnie Nolan

Events Manager
Lake Mills, United States
Tel.: +1 608 206 7812

E-Mail me