The Local News Renaissance: How Bonnier is Building a Digital Fortress
Forget the narrative of inevitable decline. While many publishers grapple with shrinking audiences and dwindling revenue, Bonnier News Local is demonstrating a remarkably different trajectory. They’ve flipped the script, transforming from a predominantly print-based operation to one where 62% of their half-million subscribers now access news digitally – a shift that’s fueled a projected 10x growth in EBITA by 2028. This isn’t just about survival; it’s about thriving in a rapidly evolving media landscape.
From Print to Pixels: A Decade of Digital Transformation
The core of Bonnier’s success lies in a deliberate, decade-long pivot to a digital subscription model. Starting from a base of just 20,000 digital subscribers, they’ve grown that number to over 300,000 across dozens of local news titles in Sweden. This growth isn’t accidental. It’s a testament to a strategy focused on understanding and adapting to changing reader habits. Revenue figures tell a compelling story: digital subscription income has surged from approximately €27.3 million in 2021 to €44.7 million in 2024, with forecasts exceeding €56.3 million in 2025. And, crucially, they’re not just hitting projections – they’re exceeding them.
The Power of Scale and Centralization
Bonnier News Local isn’t operating in isolation. As part of the larger Bonnier News group – which includes major Swedish brands like Dagens Nyheter and Expressen, and titles in 11 European countries – they benefit from significant economies of scale. Pia Rehnquist, a key architect of this transformation, emphasized that scale is “inevitable” in modern media. While editorial decisions remain firmly in the hands of local editors-in-chief, the operational infrastructure is centralized, creating efficiencies that allow for reinvestment in journalism and innovation. This centralized approach allows Bonnier to be both nimble and robust.
Beyond Subscribers: The ARPU Imperative
While subscriber growth is vital, Bonnier is increasingly focused on maximizing Average Revenue Per User (ARPU). Growth rates, while still healthy, are moderating, signaling a shift towards optimizing existing revenue streams. This means exploring premium content offerings, personalized subscriptions, and innovative advertising solutions. The company is anticipating a crossover point in 2027, where total digital revenue will surpass that of print in both subscriptions and advertising – a landmark moment for the industry.
The 30-39 Demographic: Securing the Future
Bonnier isn’t chasing every reader; they’re laser-focused on the 30-39 age group. This demographic is viewed as the key to long-term sustainability. Logged-in page views within this cohort have risen from 3.6 million to 4.6 million in the past year, demonstrating the effectiveness of their targeted content strategy. Rehnquist highlighted the success of local reporting on children and families, suggesting a focus on community-relevant content resonates strongly with this audience. This isn’t about abandoning older readers, but about proactively cultivating the next generation of loyal subscribers.
The Ever-Present Threat (and Opportunity) of AI
Bonnier acknowledges the disruptive potential of Artificial Intelligence. Rehnquist, who previously stated that “AI is a mean, not a goal”, understands that continuous adaptation is crucial. The rapid emergence of generative AI has underscored the need for constant vigilance and a willingness to experiment. The challenge isn’t to fear AI, but to leverage it strategically to enhance journalism, personalize content, and improve operational efficiency.
The Human Core: Journalism as the Foundation
Despite the technological advancements, Bonnier remains steadfast in its commitment to quality journalism. “That is our core. That is what we do, and that is what our business is about,” Rehnquist stated. Their strategy centers on listening to readers, solving their problems, and building habits that foster long-term engagement. This human-centric approach, combined with a data-driven understanding of audience preferences, is the bedrock of their success. Bonnier’s story demonstrates that a strong journalistic foundation is not an obstacle to digital transformation, but rather its essential prerequisite.
The Bonnier News Local model offers a powerful blueprint for publishers navigating the complexities of the modern media landscape. It’s a reminder that success isn’t about clinging to the past, but about embracing change, prioritizing the reader, and relentlessly focusing on delivering value. What steps is your organization taking to build a sustainable digital future? Share your thoughts in the comments below!
