The Launch of +Allt
2024 Finalist

The Launch of +Allt

Bonnier News

Stockholm, Sweden

Category Digital Subscriptions

Media associated with this campaign

Overview of this campaign

One of Bonnier News main strategic objectives is to increase the number of brands consumed per subscriber, to get more people to read and engage with more content.  

A higher level of engagement makes the customer stay longer, increasing the average revenue per user. The +Allt initiative enables this, both for the consumer that with one purchase gains access to more than 60 news and feature titles, but also for the marketing and sales where focus and efforts can be aimed at one product  preventing competition between brands.

The +Allt bundle includes the nationwide titles DN and Expressen, as well as more than 40 local titles. In addition, it features financial news from Privata Affärer and Dagens industri, feature journalism from several well-known lifestyle sites such as Allt om mat, amelia, and Sköna Hem, as well as live sports broadcasts from Expressen and the local titles. The wide type of content in a single subscription gives readers a unique insight and understanding of national, international, and local events.

The key elements of the successful launch is: 

  • Enabling access to first-class journalism within one subscription at a competitive price point.

  • Prioritizing a seamless customer journey with unified login credentials across all websites and apps.

  • Continuously adaptation and optimization of sales and marketing.

Results for this campaign

The bundled product has been offered in a variety of sales channels, where the internal on site conversion, paywalls and other touch points, has played a significant role. 

  • On site: Converting both existing and new customers through paywalls, popups and other on site touch points has been very successful.

  • Email Marketing: Implementing targeted email campaigns to communicate the benefits of +Allt and encourage subscriptions.

  • Social Media: Running targeted campaigns for both existing and new customers


  • Subscriber Acquisition: Tracking the number of customers who have purchased +Allt, surpassing 200,000 purchases within the first year.

  • Escalating Bonner News digital growth: The new way of bundling has been a strong contributing factor to Bonnier News' high digital growth rate in 2023.

  • Industry Impact: Gaining attention and interest from publishers nationally and internationally, as demonstrated by both an invitation to the WAN-IFRA Forum and a subject on INMA Media Subscriptions Summit i News York spring 2024. 

  • Customer Retention: Emphasizing the importance of a unified customer journey and login experience across all titles, contributing to active and engaged subscribers.

In summary, the launch of +Allt campaign has not only exceeded its objectives but has also set a new standard for subscription product packaging and sales, marking a significant advancement in the Swedish media landscape. In a time marked by private financial concerns, the number of purchases and active subscribers clearly shows that the market demands and appreciates Bonnier News' content and packaging.


To contact a company representative about this campaign, click here for the INMA Member Directory

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