Alexandra Beverfjord of Dagbladet is proud of increased pageviews: +98% in 3 years

By Paula Felps


Nashville, Tennessee, United States


As one of Norway’s largest newspapers, Dagbladet has more than 1.4 million readers on mobile, Web, and print editions. Since 2018, Alexandra Beverfjord has been its CEO and editor-in-chief, and its a job it seems she was born to do.  

“I decided to become a journalist when I was 12 years old,” she said. “There was no other plan.” 

Alexandra Beverfjord, who serves on the INMA Board of Directors, is Dagbladet’s CEO and editor-in-chief.
Alexandra Beverfjord, who serves on the INMA Board of Directors, is Dagbladet’s CEO and editor-in-chief.

That plan has worked out well; in addition to her successful career as a journalist, she has published two crime fiction novels. She also serves on the INMA board of directors, and we caught up with her to learn more. 

INMA: What did you experience in 2020 that helped guide you in 2021?

Beverfjord: The importance of both slowing down and investing in time when the market is changing. As a result of the pandemic, the media business was facing a number of challenges but also some great opportunities.

INMA: If you had the possibility to do your career over again, what would you want to know in the beginning?

Beverfjord: That most things are manageable.

INMA: What makes you excited enough to get out of bed in the morning?

Beverfjord: I get tremendous energy from my job. Achieving strong results with others is what motivates me the most.

INMA: What would be your best advice for someone who is about to start working?

Beverfjord: Find a job that gives you a lot of energy.

INMA: What is the craziest job or project you’ve ever done in media — and what did you learn from it?

Beverfjord: The most intense was when we were to turn a 14% decline in circulation in a falling market into a plus in one year. And managed it. That taught me that when you are working with the right team, anything is possible.

INMA: What success within your company are you most proud of right now?

Beverfjord: Our journalism. Our editorial team is brilliant in covering breaking news. Dagbladet is also a newspaper with a heart for society’s weakest and muscles in the face of the strongest. We deliver stories that touch our readers, and we deliver investigative journalism.

In addition, we have had a fantastic development in recent years. Since 2018, we have increased the number of pageviews by 98%. During the same period, we have also had a tremendous growth in Web TV and in the number of digital subscribers. 

INMA: What’s the biggest lesson you’ve learned in your career?

Beverfjord: The importance of working with the very best people. Every recruitment counts.

INMA: Have you read any books youd recommend lately?

Beverfjord: Thinking Fast and Slow by Daniel Kahneman.

About Paula Felps

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