Svenska Dagbladet (SvD) is implementing a robust strategy aimed at increasing its digital subscription base to 125,000 by 2024, up from nearly 100,000 subscribers. During the recent Newsroom Summit, Editor-in-Chief and CEO Lisa Irenius highlighted the need for a unified approach to combat declining subscriber numbers. While revenue from subscriptions appeared strong post-Covid, Irenius emphasized the underlying issue: a shrinking total subscription base.
“When we looked behind these numbers, we saw our total subscription base was shrinking quite rapidly,” Irenius stated. As subscription prices rose, SvD found itself with fewer subscribers paying more, failing to offset losses from print. Recognizing this trend, the organization set clear goals to reverse its fortunes.
Setting a Clear Path for Growth
Irenius explained that a singular focus on a clear goal is essential for success. “There is a tendency to have all these different things we measure… and you easily create confusion: What is the most important?” she remarked. With a clear target of 125,000 subscribers, SvD is concentrating on maximizing opportunities for conversion.
Currently, only 10 percent of site visitors are subscribers, which presents a significant conversion opportunity. Irenius noted, “That’s a huge opportunity; we had 90 percent to convert.” To capitalize on this, SvD is employing dynamic paywalls and extensive A/B testing, assembling a task force that integrates business, data analysis, and product development expertise.
Significant changes have also been made in SvD’s journalism approach. The organization has streamlined its structure, moving away from traditional desks to a more collaborative environment. With independent teams focusing on various aspects of journalism, SvD is exploring new formats, including audio content, which has proven effective in attracting a broader audience.
Leveraging AI for Personalization and Engagement
In addition to content transformation, SvD is exploring the role of artificial intelligence (AI) in content distribution. According to Irenius, the Schibsted Publishing Platform offers advanced personalization and automation features that have significantly improved user engagement. “On our front page today, we only have three manually curated places, the rest is done by machines,” she explained.
These technological enhancements have led to increased conversion rates and longer user engagement time on the website. Irenius noted the positive impact of these changes, stating, “We managed to reverse the negative subscriber-based trend, so we’re actually growing the total subscriber base again.”
SvD is also developing an AI tool designed to evaluate content based on its potential to evoke an “Aha!” moment for readers. This AI bot assigns an “Aha” score to articles, helping editors refine their approach to journalism. “We have been testing this with our editors’ evaluations and towards readers: What do they feel? And we are fine-tuning it,” Irenius added.
In conjunction with these initiatives, SvD is launching a free subscription product named “SvD bas.” This offering aims to keep previous subscribers engaged while attracting new ones. Plans include a weekly newsletter featuring selected articles, fostering ongoing communication with audiences.
With a focus on creating meaningful content that evokes curiosity and a deeper understanding of complex issues, SvD is positioning itself as a leader in the digital journalism landscape. “What is it that you offer that others don’t? What distinguishes your news brand from other news brands?” Irenius questioned, emphasizing the importance of identifying unique selling points.
Through a blend of strategic goals, innovative content formats, and the integration of AI, Svenska Dagbladet is not only aiming for growth but is also redefining the reader experience in the digital age.
