Jungkvist first gives an introduction of Shibsted Sweden. The company is based in Norway, has 8100 employees in 27 countries, makes 16.1 euros in revenue, and its main strategy is to develop and streamline the publishing business.
On the other hand, Aftonbladet is Sweden's oldest daily (1830). Meanwhile, it also accounts for 50% of the Swedish Internet population. Out of the 84% of the Swedish population who uses internet, 73% uses Aftonbladet. The company’s ad revenues in 2011 are 425 MSEK in print and 405 MSEK online. It has 130,000 paying subscribers that generate 7-million-Euro revenue annually. He stresses that companies need to have revenue exposures in all channels, as it will lead to record views. Creative sale or innovation is extremely important when coming to sales.
Berglund from Schisted reckons that online journalism is crucial to boost revenues. It requires “fast- live” breaking news, i.e. to identify what is really happening and what our people are really talking about today. Moreover, social and interactive qualities, deeper contents using multimedia and interactivity and constant innovations are also significant to revenue generation.
Towards the end of the presentation, the Schibsted Sweden eco system is introduced by Jungkvist. “Reach is fundamental and is the core of our strategy,” he says. It is important to build dominant portals that can generate traffic to other sites within the ecosystem and keep visitors moving around the sites. “Keep your sites linked, again and again,” said Jngkvist.