Bonnier increases revenue by keeping print, digital separate

By Western iMedia



Bonnier Magazine, a leading Swedish publication, realises the need to apply different skills to print and online media.

Peder Bonnier, head of digital at Bonnier Magazines, discussed the need to create a separation between print and online media strategies at the 2014 INMA World Congress.

“I am wildly optimistic about the future of this industry,” Bonnier said.

As the fastest growing publisher in Sweden, Bonnier Magazine has experienced a financial turnaround in the last few years, partly due to the revenue growth and expansion to the top three spot among publishers.

Bonnier Magazine accomplished this growth by utilising a variety of marketing plans, emphasising the importance of questioning legacy products and creating meritocracy.

“Treat legacy products as a liability,” Bonnier said, referencing the relevant importance of print media in a transforming industry.

To uphold new marketing plans, Bonnier Magazine delegates skill and marketing strategies between print and online media: “We have people who are fantastically good at doing print. So we let them do that.”

Combining online and print media material is becoming a common trend among media companies, however Bonnier Magazine agrees that the separation of print and digital news is an efficient way to progress within the industry. 

“The bundle is dead,” Bonnier said. “Individual pieces of content are really crucial to operate.”

The idea revolves around the ability to promote the separation of media strategies to respected audience, according to Bonnier.

“In my world, you have to sell your ideas to a ruthless audience at every point in time,” he said.

Increasing the quality of work among print and digital media, while keeping the entities separate will increase value for the media industry, Bonnier said.

Media is undergoing a transformation, he said:  “I also think that transformation is fully possible.”

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