Bonnier News Local Achieves Landmark Digital Subscriber Growth, Forecasts Print Revenue Overtake
The publishing landscape is in constant flux, but Bonnier News Local is demonstrating a remarkable ability to not only adapt but thrive. The Swedish publisher is experiencing a multi-year period of success, driven by a strategic shift towards digital subscriptions and a laser focus on audience engagement. This success story offers valuable lessons for news organizations worldwide grappling with the challenges of the digital age.
The Digital Transformation: A Decade in the Making
Bonnier News Local now boasts approximately 500,000 total subscribers, a figure maintained for some time. However, the composition of that subscriber base has dramatically changed. According to Pia Rehnquist, speaking at WAN-IFRA’s Newsroom Summit in Copenhagen, a majority are now digital subscribers – 62 percent, a transformation achieved within the last ten years. This shift is the cornerstone of the company’s current strength.
Specifically, Bonnier News Local has grown its digital subscriber base from 20,000 to over 300,000. Considering Sweden’s population of roughly 10.6 million, and the fact that Bonnier has dozens of news titles across the country, this represents a significant achievement. The company’s financial performance reflects this success. Digital subscription revenues climbed from 301 million Swedish Krona (approximately 27.3 million euros) in 2021 to 492 million Krona (around 44.7 million euros) in 2024. Forecasts predict further growth to over 619 million Krona (about 56.3 million euros) in 2025, and Rehnquist indicated that actual figures are likely to exceed even these projections.
The growth isn’t just about attracting new subscribers; it’s about maximizing revenue per user. While past growth rates of 15-20 percent are slowing, Bonnier News Local is increasingly focused on increasing ARPU (Average Revenue Per User). The company is also forecasting a tenfold increase in EBITA from 2023 to 2028, signaling strong profitability.
Currently, print subscriptions and advertising still generate more revenue for Bonnier News Local. However, Rehnquist anticipates a turning point in 2027, when total digital revenues are expected to surpass those from print in both areas.
The Power of a Digital-First Approach and Targeted Journalism
Central to Bonnier News Local’s success is a commitment to journalism. “That is our core. That is what we do, and that is what our business is about,” Rehnquist emphasized. The company prioritizes understanding and addressing the needs of its readers, fostering habits that encourage repeat engagement. This is achieved through ongoing interaction with the communities they serve.
Bonnier News Local isn’t simply growing; it’s growing strategically, aiming for customization, relevance, and measurability. A key element of this strategy is a focus on attracting and retaining younger audiences, specifically those aged 30-39. “All of our newspapers are measured on how they perform with the 30-39 age group, because that is the future,” Rehnquist stated. Content is tailored to resonate with this demographic, and performance is closely monitored.
Logged-in page views among this target group have increased from 3.6 million to 4.6 million in the past year, demonstrating the effectiveness of this approach. Rehnquist highlighted the success of local reporting on children and families as a particularly effective strategy.
Scale, Efficiency, and the Importance of Adaptability
Bonnier News Local benefits from the scale of its parent company, Bonnier News, which encompasses major Swedish brands like Dagens Nyheter and Expressen, as well as titles in 11 other European countries. Rehnquist stressed that scale is “inevitable” in the modern media business, enabling efficiency and economic strength.
While currently in a strong position, Bonnier News Local recognizes the need for constant vigilance. The rapid emergence of generative AI underscores the importance of adaptability. “You can never relax,” Rehnquist warned. “You have to be very aware of the fact that this will continue to change.”
The company’s journey has involved a fundamental shift in mindset within its newsrooms. “Getting the newsroom to understand that the future is digital is key,” Rehnquist explained. “It’s not a question of if we want to. It’s a question of adapting. So, measuring the right things and talking a lot about it within the newsrooms is very important.” Bonnier News Local has been operating with a digital-first mindset for approximately seven to eight years.
What strategies are other publishers employing to attract and retain younger readers? And how can news organizations balance the pursuit of growth with the preservation of journalistic integrity?
Frequently Asked Questions About Bonnier News Local’s Digital Success
A: A strategic shift to a digital-first approach, coupled with a focus on understanding and serving the needs of their audience, particularly the 30-39 age demographic, has been the key driver.
A: By shifting focus from simply acquiring subscribers to maximizing revenue from existing subscribers through optimized pricing and content offerings.
A: Scale, through its parent company Bonnier News, allows for greater efficiency, economic strength, and the ability to invest in innovation.
A: While currently generating more revenue than digital, Bonnier News Local anticipates digital revenues will overtake print revenues in both subscriptions and advertising by 2027.
A: Rehnquist emphasizes that adaptability is crucial, citing the rapid emergence of technologies like generative AI as a constant reminder that the media landscape is ever-changing.
Disclaimer: This article provides information for general knowledge and informational purposes only, and does not constitute professional advice.
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