Spoon Changes Direction

During the past year, Bonnier Tidskrifter's company Spoon has grown so much it's bursting at the seams with big new projects such as free weekly Stockholm City, publications for Skanska, Tibnor and the hardware chain Clas Ohlson magazine Fixa själv. Now the Bonnier Tidskrifter-owned Producenterna has also become a part of Spoon, which has received a new profile with, among other things, a new website and a new slogan: "it's a content agency." The company consists of four segments: Spoon Publishing, Spoon Ondemand, Spoon Lab and Spoon Experience.

"We produce magazines, films, newsletters, websites and events, all with editorial communication as the driving force behind them," says Anders Ribba, CEO for Spoon. "And 'content agency' is a concept that describes well what we provide and is not tied to any specific type of media. Everyone already talks about content for different channels and the response so far has been that it's easy to understand and jibes with how Spoon looks today." 

Both Spoon Experience and Spoon Lab are new business areas. Producenterna will be a part of Spoon Experience and Spoon Lab is completely new.

"It can be described as an experimental workshop that will develop new ideas within editorial communication," says Ribba. "Spoon Lab primarily will be developing ideas and then looking for customers rather than looking for customers and developing ideas for them. Custom publishing has taken big steps forward in recent years but there are still new ideas to test. Spoon Lab will not be for all customers, but hopefully will pique people's interest in Spoon in general."