Pontus Schultz to Bonnier R&D

Why did you take this job?

"I've devoted my entire career to analyzing business development strategies and trends at the crossroads of media, technology and society. So it's impossible for me to turn down an opportunity like this, where I'll have the chance to not only analyze but to actually lead projects based on my conclusions. It's the perfect job for me. The things that Sara Öhrvall and the R&D team are creating seem extremely contemporary, innovative and fun. It's something I just have to be a part of. I also think that, at least from an outside perspective, Bonnier has the desire to not just rely on individual entrepreneurship — something we've been very good at, and that will continue to be very important — but to use its strong position to serve as the market leader in some of the areas that are crucial to the future of media companies."

What are the biggest challenges?

"Some challenges apply to all of our business areas. It's about how we make sure that we can keep charging for our content in a digital environment, and how we develop our advertising offerings to stay competitive in those media. It has implications in terms of our view on ownership rights, customer databases and customer relations. Because I've been an entrepreneur all my life, I know that it's not just about our ideas regarding these things — it's also about how we execute our plans and use our skills as publicists to create new business. I think the media industry is in a very entrepreneurial phase, which is a bit of a shock for an industry that's practically survived on two sources of revenue for 200 years. At the same time, it's a bit masochistic for us to admonish ourselves publicly for these challenges. I'm convinced that an idea centered on brilliant storytelling that draws an audience is great, and that it requires a special talent. Then it's just a matter of understanding and implementing the new tools and platforms that arise."

How do we make Bonnier attractive to entrepreneurs?

"The fact that we're entering an entrepreneurial phase means that it's important for us to utilize the entrepreneurship in our daughter companies around the world while finding different ways to work with external entrepreneurs. Part of this company's recipe for success has been to attract the sharpest minds in the media industry — from Strindberg to today. In 2009, we might just have to do this in new ways."

Quick facts

Name: Pontus Schultz

In the news: Newly appointed Head of Business Development at Bonnier R&D.

Background: Divides his time between Bonnier R&D and Bonnier Tidskrifter, where he serves as publisher for the business publications Veckans Affärer and Privata Affärer, and sits on the Board of Directors.

Career: Began as an intern at Veckans Affärer. As an entrepreneur, started Vision (with Bonnier), Finans Vision and Dagensps.se. Worked as a consultant at TV4 and 3, among other companies. In 2005, Pontus returned to Bonnier to start the business publication Att:ention, which in 2006 was incorporated into Veckans Affärer, where he worked as editor-in-chief until September 2009.

Age: 37

Family: Married with two children (soon to be three).

Lives: In Mälarhöjden, Stockholm.

Blogs: At va.se/pontus, although it has often been described as an online column since its beginning in 1999.

Free time: Handles his mid-life crisis by attempting to qualify for the 2011 Ironman triathlon, in Hawaii. Enjoys cooking and believes that writing books is the highest form of human development, which is why he makes a point of reading all new Swedish writers.