Bonnier News Pulls Together

The sales organizations of Dagens Nyheter, Dagens industri and Expressen will be joined under a single umbrella within the business area Bonnier News. The changes will bring a number of expected advantages.

“We are creating an organization that can help customers stay on top of the rapid development that’s happening in media everywhere,” says Henrik Stangel, head of ad sales for Bonnier News.

The change is being driven by customers’ changed behaviors in the market as well as increased competition from global players.

“We will need to develop new common platforms, services and formats that will ensure we are better equipped for the future,” says Stangel. “Now, we are creating an organization that will be cutting edge and flexible. With new ways of working, we can better meet our customers current and upcoming expectations.”

The biggest changes are that Bonnier News is adding a new division to the current organization: Bonnier News Sales. The division will drive common digital sales development, ad operations and a studio that will develop customer-centric concepts for all of the Bonnier News platforms.

“This is where we’ll have our entire inventory and data, which will make it easier for us to work further with a clear programmatic strategy for all the brands,” says Alexander Lydecker, today advertising director for Expressen. Lydecker will be responsible for the new Bonnier News Sales division. “The purpose is to simplify things for the customer while at the the same time create possibilities for complex solutions that meet our customers’ needs. Thanks to our platforms and brands, we will then be able to develop tailored ad solutions together with the customer.”

This will not be the only change as a result of the new sales organization.

“We’ll have Sweden’s absolutely strongest brands: Dagens Nyheter, Expressen and Dagens industri,” says Andreas Sandin, currently advertising director at Dagens industri, who will also be responsible for Dagens Nyheter’s sales. “Now we’re pulling together so we can take the best care of our brands with their unique strengths, and the unique editorial and relevant environment that many of our customers find attractive.”

The way of working will change for classified ads as well. Job, real estate, cars and entertainment classified sales will be its own sales company under Dan Morén, today advertising director at Dagens Nyheter.

“I’m excited to have gotten the support and chance to create a completely new sales company,” says Morén. “We will focus wholly on common classified markets and can invest in technology that can be used in all our platforms and brands. We will take a comprehensive approach to our partner investments with those advertising solutions we have in common. We can now focus our resources on supporting sales including with those partner investments we’ve already made, such as Hitta Hem, Insplanet, Auranest and Merajobb.se.”

The change within Bonnier News is a continuation of the cooperation already started among Dagens Nyheter, Dagens industri and Expressen, including with, among other things, the Bonnier Ad Network.

“In this way, we can offer truly smart customer solutions and collaboration opportunities, regardless of whether the customer wants to use the power of all of our brands or just one in particular,” says Stangel.

The new common Bonnier News sales organization will include:

●    Dagens industri

●    Dagens Nyheter

●    Expressen

●    Bonnier News Sales including the Bonnier Ad Network

●    Partner companies: Various service companies that have been invested in

●    Live: Conference and event organization

●    Sales Company: Classifieds 

The new organization’s planned launch is no later than Jan. 1, 2016.