{"id":320307,"date":"2025-11-26T17:54:30","date_gmt":"2025-11-26T17:54:30","guid":{"rendered":"https:\/\/peraltafinancing.com\/uncategorized\/the-aha-feeling-svenska-dagbladets-new-digital-subscription-engine\/"},"modified":"2025-11-26T17:54:30","modified_gmt":"2025-11-26T17:54:30","slug":"the-aha-feeling-svenska-dagbladets-new-digital-subscription-engine","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=320307","title":{"rendered":"The \u2018Aha!\u2019 feeling: Svenska Dagbladet\u2019s new digital subscription engine"},"content":{"rendered":"


\n<\/p>\n

\n

At our Newsroom Summit<\/a> last week,\u00a0<\/span>Lisa Irenius<\/a>, Editor-in-Chief and CEO of Svenska Dagbladet (SvD), told participants about their strategy for digital growth and the factors behind their success.<\/span><\/p>\n

While the title\u2019s revenue from subscriptions in the years after Covid looked good on the surface, there were some major underlying issues, she said.<\/span><\/p>\n

\u201cWhen we looked behind these numbers, we saw our total subscription base was shrinking quite rapidly,\u201d she said.<\/span><\/p>\n

\"\"<\/p>\n

The revenue figures had looked fairly good because SvD had been increasing their subscription prices, but it had become a case of fewer subscribers paying more.<\/p>\n

SvD was not compensating for its losses in print through digital subscriptions, and they needed to reverse this trend, Irenius said.<\/span><\/p>\n

\u2018One clear goal for the whole company\u2019<\/h3>\n

This situation was SvD\u2019s starting point for some new goals, Irenius said.<\/span><\/p>\n

In 2024, they were getting close to having 100,000 subscribers, so they set a new target: 125,000, a 25 percent increase.<\/span><\/p>\n

\u201cOne thing we learned, and I do not think you can overestimate it, is setting one clear goal for the whole company,\u201d Irenius said.<\/span><\/p>\n

\u201cThere is a tendency to have all these different things we measure: We measure reach. We measure page views. We measure a lot of things, and you easily create confusion: What is the most important?\u201d she said.<\/span><\/p>\n

To get more new subscribers, they focused on a few main opportunities.<\/span><\/p>\n

\"\"<\/p>\n

A huge conversion opportunity<\/h3>\n

The first of these was reach. Only 10 percent of visitors to SvD\u2019s site were subscribers. \u201cThat\u2019s a huge opportunity, we had 90 percent to convert,\u201d Irenius said.<\/span><\/p>\n

To do this, they worked with dynamic paywalls and A\/B testing. \u201cA lot of A\/B testing. We put together a task force with competence from business, from data analysts, product development, and they worked on a lot of different iterations,\u201d she said.<\/span><\/p>\n

SvD has also made changes to their journalism: what they have and what they offer.<\/span><\/p>\n

\u201cWe have changed the way that we work together,\u201d she said. \u201cIn general, we have made smaller teams that work more independently, created new ways for collaborations. We have a more simplified news organisation. We no longer have a digital news desk: everyone works with a digital presentation.\u201d<\/span><\/p>\n

They also have a growth grid, where they have journalists, product developers and data analysts working together.<\/span><\/p>\n

\u201cAnd we see that we have new opportunities in new formats, like audio, which has been very important for us,\u201d Irenius<\/span> said.<\/p>\n

For example, they have developed a documentary format, which has helped them reach out new subscribers and connect with different age groups that they previously haven\u2019t been able to reach, she added.<\/span><\/p>\n

\"\"<\/p>\n

With these documentaries, Irenius said they typically publish the first episode free for everyone. However, to continue listening to further episodes, people have to subscribe. This has helped SvD <\/span>gain 10,000+ new subscribers, she said.<\/span><\/p>\n

The kinds of journalism SvD is focusing on has also changed, and this is also helping to win them new subscribers.<\/p>\n

For example, there is more of a focus on helping their audience to learn things, how to do sports, for example.<\/span><\/p>\n

\u201cThis kind of reporting has been really important for us,\u201d Irenius said. <\/span>\u201cThese journalists are actually the most effective in converting new subscribers at Svenska Dagbladet, so this has been worthwhile developing.\u201d<\/span><\/p>\n

Getting AI help for personalisation, automation<\/h3>\n

SvD is also considering how it distributes content and how AI can be useful in this area.\u00a0<\/span><\/p>\n

\u201cWe have started doing it, but there are still many more opportunities here, that is new ways to find readers.<\/span> We have much more to learn and develop when it comes to how we use AI and machines to do the distribution in our channels,\u201d she said.<\/span><\/p>\n

As part of Schibsted, SvD is using the Schibsted Publishing Platform, which Irenius said has very good personalisation and automation features. \u201cOn our front page today, we only have three manually curated places, the rest is done by machines,\u201d Irenius said.<\/span><\/p>\n

\u201cWe have been testing it a lot and it works very well. It has really increased our conversion rates \u2013 and the time spent on our website,\u201d she added.<\/span><\/p>\n

The result of all of these efforts is that they have not only reached their goal but also done it ahead of schedule. \u201c<\/span>And we managed to reverse the negative-subscriber based trend, so we\u2019re actually growing the total subscriber base again,\u201d Irenius said.<\/span><\/p>\n

But SvD is not resting on their accomplishments. Instead, they are actively working to develop and fine-tune their Unique Selling Point, which she stresses is hugely important for publishers.<\/span><\/p>\n

\u201cWhat is it that you offer that others don\u2019t? What distinguishes your news brand from other news brands? <\/span>We have been doing a lot of research among our users and among our news consumers in Sweden: What are they willing to pay for?\u201d<\/span><\/p>\n

These discussions are also taking place in their newsroom, she said: \u201cWhat capacities do we have? And what do we want to develop?\u201d<\/span><\/p>\n

For their focus, SvD is placing an emphasis on \u201cgiving an \u2018Aha!\u2019 feeling to our readers. You know, an \u2018Aha!\u2019 moment when you suddenly realise something,\u201d she said.<\/span><\/p>\n

\"\"<\/p>\n

\u201cThis is what we really want our journalists to be the best at and to develop in everything we do. So, it\u2019s about deeper understanding: Why do things happen? How are they connected? It\u2019s about new thoughts, new ideas, and also arousing curiosity. And this is also an experience. It\u2019s not only about fuelling the intellect, but how does it feel?\u201d<\/span><\/p>\n

This is not only about the stories the journalists write but also \u201cthe visuals and the total experience of the news site. So this is also a way of seeing journalism \u2013 what feelings are evoked?\u201d<\/span><\/p>\n

An AI bot evaluates and scores \u2018Aha!\u2019 content<\/h3>\n

SvD has even created an AI-based tool to help them.<\/p>\n

\u201cWe are developing an AI bot that evaluates the \u201cAha!\u201d part because we want to focus on this,\u201d she said.<\/span><\/p>\n

This AI bot gives every article an \u201cAha\u201d score from 1 to 10. It also explains why something is an \u201cAha\u201d story or why isn\u2019t it, and what could be better. \u201cAnd it\u2019s actually really good at it,\u201d Irenius said.<\/span><\/p>\n

\u201cWe have been testing this with our editors\u2019 evaluations and towards readers: What do they feel? And we are fine-tuning it, and it gives great results.\u201d<\/span><\/p>\n

\u201cSo this is a big change for us,\u201d she added, \u201cthat you can have this massive qualitative evaluation of your journalism, and it can really help you develop a unique way of doing your journalism.\u201d<\/span><\/p>\n

\"\"<\/p>\n

SvD is also in the process of developing new ways of engaging with audiences through a free subscription product called \u201cSvD Bas.\u201d<\/span><\/p>\n

\u201cIt will be a first-step for new subscribers, but it will also be a good thing for previous subscribers. What will happen here is that they will stay in our free subscription, so that even though they don\u2019t pay any more, we will still have a relationship with them and be able to communicate with them,\u201d she said.<\/span><\/p>\n

This will be really interesting to test, she added, and said they are planning to start with a weekly newsletter with selected articles from SvD, and are working on plans on how they will develop it in order to foster frequency and engagement.<\/span><\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"

At our Newsroom Summit last week,\u00a0Lisa Irenius, Editor-in-Chief and CEO of Svenska Dagbladet (SvD), told participants about their strategy for digital growth and the factors behind their success. While the title\u2019s revenue from subscriptions in the years after Covid looked good on the surface, there were some major underlying issues, she said. \u201cWhen we looked […]<\/p>\n","protected":false},"author":1,"featured_media":320308,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[83,130454,147807,147808,147809,130455,147810],"tags":[48817,147816,824,147811,147812,21739,11340,147813,14069,147815,147814],"dealstore":[],"offerexpiration":[],"class_list":["post-320307","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-digital-media","category-digital-subscribers","category-digital-subscriptions","category-lisa-irenius","category-media-innovation","category-svenska-dagbladet","tag-aha","tag-dagbladets","tag-digital","tag-digital-subscribers","tag-digital-subscriptions","tag-engine","tag-feeling","tag-lisa-irenius","tag-subscription","tag-svenska","tag-svenska-dagbladet"],"yoast_head":"\nThe \u2018Aha!\u2019 feeling: Svenska Dagbladet\u2019s new digital subscription engine - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=320307\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The \u2018Aha!\u2019 feeling: Svenska Dagbladet\u2019s new digital subscription engine - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"At our Newsroom Summit last week,\u00a0Lisa Irenius, Editor-in-Chief and CEO of Svenska Dagbladet (SvD), told participants about their strategy for digital growth and the factors behind their success. 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