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

By Paula Felps

INMA

Nashville, Tennessee, United States

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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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