Feber – the Modern Magazine

Feber.se calls itself "Sweden's biggest news-related blog network."  Since the beginning of 2010 it has been a part of Bonnier Tidskrifter's Digital Media apartment. The editorial staff of three includes Roger Åberg, CEO; Caroline Blomst, fashion director; and Wille Wilhelmsson, technology editor.

"Feber has two sections," says Åberg. "One covers technology, cars, gadgets and other similar topics, and the other is arguably Europe's best fashion site. So we're geared toward two completely different target groups - on the technology side we get 97 percent men and on the fashion side around 70 percent women."

Different worlds, it might seem, but what they have in common is the way they work.

"Products are always at the core, along with our opinions about them," says Åberg. "We use a large format for pictures and videos so the products can be seen in the best way possible."

Feber aims to be a filter for visitors, whether they are interested in cars, photos, film, games, PCs or any of the other 10 special categories at Feber.

"We scope out what's happening worldwide and filter the best of it to the site," say Åberg. "Our visitors don't need to visit a hundred sites a day, we do it for them. We like to say that we take the best from magazines and combine it with the best from the internet, with moving images and interactive possibilities. We are the modern magazine."

The latest subcategory, not surprisingly, covers Apple's much-talked-about iPad tablet computer.

"The comments are coming in fast and furious, which is fun," says Åberg. "There have been so many comments about the iPad launch. I think we've gotten over 300 comments on just one article."

The other section of the site, Modefeber, is run by fashion director Caroline Blomst. A sign of its success came a few weeks ago when British newspaper The Guardian replaced the legendary fashion blog The Sartorialist with Caroline's blog in its list of top fashion blogs.

What is the key to the success of Feber?

"A combination of good layout, good editors and smart visitors," says Åberg.

And the next step?

"To shift the business, and there are different ways to go with it," says Åberg. "Even though we are one of the most interesting sites for display advertising, we can't depend on that. And we have so many interesting things in the works for 2010!"