Morning papers win readers from weeklies

Sweden's major morning newspapers, along with the free papers, have experienced an increase in the numbers of readers throughout the past year. The evening press, and in particular the weekly magazines, are the losers.

The latest readership survey from Orvesto had several morning newspapers publishing self-congratulatory editorials, with happy employees and editors-in-chief showing their appreciation to the readers.

Dagens Nyheter attracted 43,000 new weekday readers during the second quarter compared to the corresponding period last year. Svenska Dagbladet experienced an increase of 9,000 and Göteborgs-Posten a 19,000 increase.

Dagens Industri lost 11,000 of its readers and Sydsvenska Dagbladet 12,000. Both of the two free newspapers in Stockholm increased their numbers of readers: Metro was up 43,000 and Stockholm City was up 67,000.

The evening newspapers Aftonbladet and Expressen (including GT and Kvällsposten) experienced a decrease on the weekdays – down 31,000 and 37,000 respectively.

But the largest losses in readership are in the weekly press. ICA-Kuriren lost 125,000, or 15%, of its readers. Other weekly magazines that have seen a significant decrease in their readers are Allas, Hemmets Veckotidning, Året Runt, Hänt Extra, Se & Hör and also Svensk Damtidning.

TT/Love Liman