NEWSPAPER REACH combined with the MAGAZINEs meeting with the READER
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1 NEWSPAPER REACH combined with the MAGAZINEs meeting with the READER
2 A weekend magazine in two tempos. An introduction with current and up to date weekend reading. One part with inspiring guides with pleasurable features. Interviews Meeting people. Interviews with and portraits of relevant people, that have played an important role during the last period or soon will do so. Hearth and brain. The time, place and stylistic power to talk about what the currently most important people think and feel. Portrait pictures of absolutely highest class. Reports The stories behind the head lines. Current stories from Sweden and the World. Well written texts with high demands on stylistic storytelling and dramaturgy. The goal is that this should be the best text of the week. Dagens Nyheter has some of the most awardwinning photo journalists in the World. This is their opportunity to show what they really can. In-depth documents Knowledge makes the world grow. In-depth examination of society phenomena makes the reader wiser. Important, well written and inspiring. Clever add-ons with pictures, graphics and top-lists making it easier to absorb knowledge. Food & Beverage Inspiration and guidance to festive dinners at home and professional recommendations on what beverages that suits the dinner. Modern recipes that makes cooking easier. Keep track on flavours, trends and glimpses of new worlds. Inspiring guides Arouses lust as well as the readers challenges in varying feature themes such as fashion, travel and training. Entertaining consumer journalism that is inviting, guiding and reliable. A few examples of themes/guides this autumn: Training, health Travel Asia Home decoration Food Italy Travel and cruising Company cars
3 Quality Time Target group A well designed magazine with good paper quality filled with in-depth weekend reading, inspiring guides and pleasurable reading of different feature themes. Weekend reading in calmer conditions when we have more time, are more relaxed and open for new impressions. Active, curious and engaged readers Effect - Inspiring and pleasurable content grants a positive environment that contributes to more positive impressions of the advertisements. Effect - Longer reading time, repetitive exposure of advertisements and larger read-through creates opportunities for better ad effects. Effect - Stronger advertising effects with a larger target group creates a stronger impact for your brand or your product.
4 DN Lördag keep the readers. Also available through the CITYpackage Saturday Continued high reach. Dagens Nyheter Lördag keep the readers at the same time that dailies see a gradual decrease in readership. The number of readers of DN Lördag has increased by 4% compared to the previous (old) section DN Lördag (comparing Orvesto 2014:1 with 2013:3). During the same time the development for urban dailies is approx -3%.
5 Overall reach: in Sweden in Stockholm Source: Orvesto Consumer 2014:1
6 Advertising effects. Index morning press specialities. 137 (10) Message understanding Liking Benefit Buying interest Index: 23 full pages DAGENS NYHETER.LÖRDAG, compared to 300 randomly chosen full pages, image in Swedish morning press (first main section), RAM data base
7 Inspiration. A few examples on successful advertisements.
8 A few target groups for DN Lördag High income 30+, Men, Women, Men&Women, Personal inc, Household inc Pers inc SEK /month, hh inc SEK /year High Net Worth Individuals 25-69, Personal inc: SEK /month, Private means SEK Fashion 25+, Interest in Fashion, Above average income SEK Men, Women, Men&Women Social grade AB and above (incl high education) 30+, Men&Women, Pinc , Hinc , College or University Outdoor & Sports 25-50, Men&Women, Above average income SEK Travel 25+, 3+ trips by air (domestic & international), Men&Women, Above average income SEK Accessories 30+, Interest in Accessories, Above average inc SEK Men, Women, Men& Women Home Decoration 25+, Women, Interested in Home Decoration Above average income SEK Watches and Jewellery 30+, Interest in Watches/Jewellery, Men, Women, Men& Women, Pers inc SEK /month, hh inc SEK /year Design 25+, Men&Women, Appreciate good design, Above average inc SEK
9 HIGH INCOME
10 HIGH INCOME Age: 30+ Men & Women Annual Personal Inc SEK (EUR ) or Annual Household Inc SEK (EUR ) Findings: people in Sweden (of ) people in Stockholm (of ) Average income (Orvesto): o 2013 Annual average income, Men: SEK o 2013 Annual average income, Women: SEK o 2013 Annual average HH-inc: SEK people in Sweden in Stockholm people in Sweden in Stockholm people in Sweden in Stockholm people in Sweden in Stockholm 19,6% 39,9% 19,4% 38,6% 12,8% 24,5% 11,9% 14,1%
11 HIGH INCOME Age: Men & Women Annual Personal Inc SEK (EUR ) or 200 Annual Household Inc SEK (EUR ) Findings: people in Sweden people in Stockholm people in Sweden in Stockholm people in Sweden in Stockholm people in Sweden in Stockholm 19,6% 39,9% 19,4% 38,6% 12,8% 24,5% 0 Sweden DN DN Lö SvD DI Stockholm people in Sweden in Stockholm 11,9% 14,1%
12 HIGH NET WORTH INDIVIDUALS
13 HIGH NET WORTH INDIVIDUALS Age: Men & Women Annual Personal Inc SEK (EUR ) and Private means SEK (EUR ) Findings: people in Sweden (of ) people in Stockholm (of ) people in Sweden in Stockholm people in Sweden in Stockholm people in Sweden in Stockholm 22,2% 38,0% 21,0% 35,8% 19,6% 34,7% people in Sweden in Stockholm 21,0% 24,0%
14 HIGH NET WORTH INDIVIDUALS Age: Men & Women Annual Personal 41 Inc SEK (EUR ) and Private means SEK (EUR ) Findings: people in Sweden (of ) people in Stockholm (of ) people in Sweden in Stockholm people in Sweden in Stockholm people in Sweden in Stockholm 22,2% 38,0% 21,0% 35,8% 19,6% 34,7% 0 Sweden Stockholm DN DN Lö SvD DI people in Sweden in Stockholm 21,0% 24,0%
15 FASHION
16 FASHION Age: 25+ Men & Women Interested in Fashion Annual Personal Inc SEK (EUR ) Findings: people in Sweden (of ) people in Stockholm (of ) people in Sweden in Stockholm people in Sweden in Stockholm people in Sweden in Stockholm 21,4% 39,4% 21,9% 39,4% 15,1% 27,1% people in Sweden in Stockholm 16,1% 18,1%
17 FASHION Age: 25+ Men & Women 58 Interested 56 in Fashion people in Sweden in Stockholm 21,4% 39,4% Annual Personal Inc SEK (EUR ) Findings: people in Sweden (of ) people in Stockholm (of ) people in Sweden in Stockholm people in Sweden in Stockholm 21,9% 39,4% 15,1% 27,1% 0 Sweden DN DN Lö SvD DI Stockholm people in Sweden in Stockholm 16,1% 18,1%
18 ACCESSORIES
19 ACCESSORIES Age: 30+ Men & Women High spender on Accessories Annual Personal Inc SEK (EUR ) Findings: people in Sweden (of ) people in Stockholm (of ) people in Sweden in Stockholm people in Sweden in Stockholm people in Sweden in Stockholm 22,5% 39,7% 22,3% 38,7% 15,8% 26,6% people in Sweden in Stockholm 16,2% 17,7%
20 ACCESSORIES Age: Men & Women High spender on Accessories 80 Annual Personal Inc SEK (EUR ) Findings: people in Sweden (of ) people in Stockholm (of ) people in Sweden in Stockholm people in Sweden in Stockholm people in Sweden in Stockholm 22,5% 39,7% 22,3% 38,7% 15,8% 26,6% 0 Sweden Stockholm DN DN Lö SvD DI people in Sweden in Stockholm 16,2% 17,7%
21 WATCHES & JEWELLERY
22 WATCHES & JEWELLERY Age: 30+ Men & Women High spender on Watches & Jewellery Annual Personal Inc SEK (EUR ) or Annual Household inc SEK (EUR ) Findings: people in Sweden (of ) people in Stockholm (of ) people in Sweden in Stockholm people in Sweden in Stockholm people in Sweden in Stockholm 22,1% 41,3% 22,1% 39,6% 15,1% 26,8% people in Sweden in Stockholm 15,1% 18,0%
23 WATCHES & JEWELLERY Age: Men & Women 90 High spender on Watches & Jewellery 80 Annual Personal Inc SEK (EUR ) or Annual Household inc SEK (EUR ) Findings: people in Sweden (of ) people in Stockholm (of ) people in Sweden in Stockholm people in Sweden in Stockholm people in Sweden in Stockholm 22,1% 41,3% 22,1% 39,6% 15,1% 26,8% 0 Sweden Stockholm DN DN Lö SvD DI people in Sweden in Stockholm 15,1% 18,0%
24 SOCIAL GRADE AB and above
25 SOCIAL GRADE AB and above Age: 30+ Men & Women College or University (min 2 years) Annual Personal Inc SEK (EUR ) or Annual Household inc SEK (EUR ) Findings: people in Sweden (of ) people in Stockholm (of ) people in Sweden in Stockholm people in Sweden in Stockholm people in Sweden in Stockholm 22,0% 41,6% 21,6% 39,9% 15,2% 27,7% people in Sweden in Stockholm 12,5% 15,1%
26 SOCIAL GRADE AB and above Age: Men & Women College or University (min 2 years) Annual Personal Inc SEK (EUR ) or Annual Household inc SEK (EUR ) Findings: people in Sweden (of ) people in Stockholm (of ) people in Sweden in Stockholm people in Sweden in Stockholm people in Sweden in Stockholm 22,0% 41,6% 21,6% 39,9% 15,2% 27,7% 0 Sweden DN DN Lö SvD DI Stockholm people in Sweden in Stockholm 12,5% 15,1%
27 OUTDOOR & SPORTS
28 OUTDOOR & SPORTS Age: Men & Women Annual Personal Inc SEK (EUR ) Findings: people in Sweden (of ) people in Stockholm (of ) people in Sweden in Stockholm people in Sweden in Stockholm people in Sweden in Stockholm 17,3% 33,1% 17,3% 32,8% 10,3% 19,1% people in Sweden in Stockholm 11,7% 13,4%
29 OUTDOOR & SPORTS Age: Men & Women Annual Personal Inc SEK (EUR ) people in Sweden in Stockholm 17,3% 33,1% Findings: people in Sweden 70 (of ) people in Stockholm (of ) people in Sweden in Stockholm people in Sweden in Stockholm 17,3% 32,8% 10,3% 19,1% 0 Sweden DN DN Lö SvD DI Stockholm people in Sweden in Stockholm 11,7% 13,4%
30 TRAVEL
31 TRAVEL Age: 25+ Men & Women More than 3+ trips by air per year Annual Personal Inc SEK (EUR ) Findings: people in Sweden (of ) people in Stockholm (of ) people in Sweden in Stockholm people in Sweden in Stockholm people in Sweden in Stockholm 20,9% 38,4% 20,5% 37,1% 14,4% 25,7% people in Sweden in Stockholm 15,1% 16,8%
32 TRAVEL Age: Men & Women More than 3+ trips by air per year 140Annual Personal Inc SEK (EUR ) Findings: people in Sweden (of ) people in Stockholm (of ) people in Sweden in Stockholm people in Sweden in Stockholm people in Sweden in Stockholm 20,9% 38,4% 20,5% 37,1% 14,4% 25,7% 0 Sweden Stockholm DN DN Lö SvD DI people in Sweden in Stockholm 15,1% 16,8%
33 HOME DECORATION
34 HOME DECORATION Age: 25+ Women Very Interested in Home Decoration Annual Personal Inc SEK (EUR ) Annual Household inc SEK (EUR ) Findings: people in Sweden (of ) people in Stockholm (of ) people in Sweden in Stockholm people in Sweden in Stockholm people in Sweden in Stockholm 18,7% 40,5% 20,0% 42,6% 11,7% 23,2% people in Sweden in Stockholm 9,6% 12,5%
35 HOME DECORATION Age: Women Very Interested 37 in Home Decoration 35 Annual Personal Inc SEK (EUR ) Annual Household inc SEK (EUR ) Findings: people in Sweden (of ) people in Stockholm (of ) people in Sweden in Stockholm people in Sweden in Stockholm people in Sweden in Stockholm 18,7% 40,5% 20,0% 42,6% 11,7% 23,2% 0 Sweden Stockholm DN DN Lö SvD DI people in Sweden in Stockholm 9,6% 12,5%
36 DESIGN
37 DESIGN Age: 25+ Men & Women Agree completely to pay more for good design Annual Personal Inc SEK (EUR ) Findings: people in Sweden (of ) people in Stockholm (of ) people in Sweden in Stockholm people in Sweden in Stockholm people in Sweden in Stockholm 21,3% 35,9% 21,3% 36,2% 16,2% 26,2% people in Sweden in Stockholm 15,9% 17,6%
38 DESIGN Age: 25+ Men & Women Agree completely to pay more for good design people in Sweden in Stockholm 21,3% 35,9% Annual Personal Inc SEK (EUR ) Findings: people in Sweden (of ) people in Stockholm (of ) people in Sweden in Stockholm people in Sweden in Stockholm 21,3% 36,2% 16,2% 26,2% 0 Sweden DN DN Lö SvD DI Stockholm people in Sweden in Stockholm 15,9% 17,6%
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