Subscribing With One Click

Subscribing to Dagens Nyheter has taken a new twist: You can now become a subscriber to Sweden’s No. 1 daily newspaper online with one click, with your payment debited to your account automatically. The content payment system, which the paper has been developing with popular e-commerce payment service Klarna over the past year, is unique. “With a one-click payment system, we have as little friction as possible for people to subscribe,” says Pär Roosvall, Chief Consumer Officer at Bonnier News, the business area to which Dagens Nyheter (DN) belongs.

So far, the new way of subscribing has been a success, with DN gaining 5,000 new subscribers a month since the new payment system started.

Readers can subscribe online directly via dn.se or once they’ve passed the six-article limit for free reading, they are prompted to subscribe. Online subscriptions are available on three levels, from basic to premium. And at the premium level you get an expanded package that includes for the first time business daily Dagens industri and on-demand film and TV service C More.

“We will continue to develop the payment system, improving it and making it even better for our subscribers and subscribers-to-be,” says Roosvall.