Annual Report 2010

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Aftonbladet

  • The royal wedding had the greatest measurable impact on newspaper sales since 9/11.
  • Aftonbladet increased the number of mobile readers by 300% and had 600,000 unique users per week at year-end.
  • Aftonbladet reached a new traffic record for online products, with 5.7 million unique users per week.
  • For the first time, Aftonbladet's online revenues exceeded those for print in two months during the year.
  • Aftonbladet began its commitment to iPad with Sportbladet (sports magazine).
 
AFTONBLADET (SEK million)20102009
Advertising revenues, print 444 405
Circulation revenues 1,504 1,595
Online revenues 453 367
Other revenues 42 42
Total operating revenues 2,443 2,409
Operating profit (EBITA) 310 197
Operating margin (EBITA) (%) 13 8

Aftonbladet continues the shift towards digital channels. In 2010 this was mainly characterized by a steep increase in news consumption via smart mobiles. Aftonbladet was launched in iPad format towards the end of the year.

Aftonbladet is Sweden’s largest actor in all established channels: paid print newspaper, online and mobile, and reaches one million more readers every day than its closest competitor. 

The average daily circulation in 2010 (weekdays) was 310,900 copies (-11%).

Aftonbladet is Sweden’s biggest news source and meeting place, and engages more than 2.5 million people on a daily basis. 2010 was an intensive year in terms of news coverage, with heavy commitments to journalistic as well as product development.

Aftonbladet committed heavily to the royal wedding in June, the major news event of the year. The wedding had the greatest sales impact since the attack in New York on 11 September 2001.The Säg Ja (Say Yes) campaign, in which Swedes got to propose on flyers and which engaged Swedes throughout the entire country prior to the wedding, was awarded the prize for the Marketing Campaign of the Year by the trade journal Medievärlden and Tidningsutgivarna.

 PRODUCT DEVELOPMENT

  • Launch of a news application for smart mobiles, possibility to buy single articles online and a completely new web interface, SuperLive, for live broadcasts and coverage of major events.
  • The Sunday edition of the print newspaper was given a new look by developing the news section and a new Sunday section.
  • Following the launch of the Levande Historia (Living History) section, this rapidly became Sweden’s most-read magazine in that segment. Through a unique collaboration with Svenska Dagbladet, the section was also offered to Svenska Dagbladet’s subscribers.
  • The concept for Rockbjörnen, Sweden’s biggest music award, was revived, with focus exclusively on live music.
  • Following the Swedish parliamentary election, where the anti-immigration party Sverigedemokraterna (Sweden Democrats) won parliamentary seats, the Vi gillar olika (We Like Different) campaign was launched and attracted 366,000 unique members on Facebook.

FIRST QUARTER 2011

  • Development of Aftonbladet for tablet computers continues.
  • Debatt Live (Live Debate) is a planned debate service with daily live debates online.

AMBITIONS

  • Aftonbladet to charge for journalistic content on tablet computers.
  • The online paid services to be further developed.
  • Major drive on the weekend newspapers to be undertaken, with redesign of the Saturday news section.
  • Aftonbladet.se to undergo extensive redesign work.
  • The Live Debate service to be launched online.

  • Facts about Aftonbladet (Content is updated)

    Aftonbladet newspaper was founded in 1830. Aftonbladet has been Scandinavia’s biggest newspaper since it surpassed its main rival Expressen in October 1996.

    Aftonbladet is a multi-faceted media house that is involved in activities in a number of different channels.

    Aftonbladet's editorial policy states that the newspaper should actively and critically scrutinize society and the powers that be, act as an opinion-former and provide a journalistic service. Schibsted took over Aftonbladet from the Swedish Trade Union Confederation (LO) in 1996.

    Aftonblandet.se was established in 1994 and is Scandinavia’s biggest news website. It has achieved huge success with its subscription services Viktklubb.se and Aftonbladet Plus. At the beginning of 2010 the online newspaper reached a milestone five million unique users every week.

    Aftonbladet.se is at the forefront when it comes to new developments – in Europe as well as in Sweden. It has had tremendous success in making the transition to a broad-based media house which is not only a paper-based and online newspaper, but is also involved in supplying news via text TV, the radio, web TV and mobile telephones.

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