Politiken feeds on Sunday audience’s love of living, eating well

By Henriette Hauge

A popular part of the Sunday edition of leading Danish newspaper Politiken is the Spis&Bo section. Spis&Bo directly translates into Eat&Living.

First published in May 2012, Spis&Bo is aimed at the hedonistic at heart, the focus being on food, living, design, and architecture.

In addition to interviews with and portraits of interesting chefs, designers, and architects, the section also offers consumer content such as recipes and wine reviews.

Prior to Spis&Bo, Politiken’s Sunday edition included “Mad” (“food” in Danish), a section primarily focused on gastro-related journalism. For a number of years now, there has been a growing interest for all things gastro among Danes in general and among Politiken readers in particular, thus making “Mad” popular among readers as well as advertisers.

Denmark is no different than most other countries, in the sense that the newspaper industry is an ever-challenging marketplace, both in terms of developing and balancing the right journalistic flow as well as attracting the right advertisers.

Our goal was to make a newspaper that is sharper and cleaner. Considering this, the challenging marketplace, and other simultaneous changes regarding Politiken’s weekend sections, we decided to base a new section – Spis&Bo — on the successful platform of “Mad.”

We broadened the scope of content to also include other areas of interest amongst Politiken readers, namely architecture and interior design, as well as design on a broader scale. This created an even more widely appealing section and newspaper as a whole.

And as such, it has been well received by readers and advertisers.

With a Sunday readership exceeding a quarter of a million, the Spis&Bo section enters the top three among Denmark’s most read “Food & Living” publications. The reader profile is almost identical to the core Politiken reader, with a high presence of the modern/socially oriented consumer. The section also strikes a chord with the female readers, which make up about 55% of our readership.

About Henriette Hauge

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