Di Dimension Goes in Deep

In 2009 Lotta Edling, currently the managing editor at Dagens industri, was given the job to come up with a sketch for a new magazine that would give added value to the printed paper. The result became Di Dimension. The first issue came out on Sept. 16, 2009 - amost exactly two years ago.

"The idea was that the magazine should consist of unique material that was developed specifically for those who subscribe to Dagens industri," says Henrietta Westman, editor for Di Dimension for the past year and the person responsible for the production. "The concept developed during that summer resulted in a magazine that focuses on our core topics: business, stocks and finances."

Di Dimension is published ten times a year as an insert in Dagens industri. The magazine doesn't have its own editorial staff, but the editorial staff working with analysis, correspondents and fund expert Hans Bolander contribute to every issue, as well as Dagens industri's reporters, who write the longer articles.

"We should be a more in-depth news magazine, providing background and analysis, telling the story behind the scenes that we've already reported on in shorter, faster news articles," says Westman. "The interviews are long and fact-filled. If fellow insert Di Weekend brings to the fore the people behind the numbers, our aim with Di Dimension is the opposite: to bring to the fore the numbers behind the people."

And the idea has shown itself to be successful: the magazine has been profitable from the start, and readers seem to have taken to it. In the most recent figures from independent analyst Orvesto, Di Dimension had 248,000 readers, compared to Dagens industri's 377,000 readers from the same time period. But the current global economy troubles are a challenge as well for Di Dimension.

"If there's a new crisis, it affects the ad sales for all publications," says Westman. "But I believe the situation globally means an even greater need for help in analysing and explaining what's going on and putting it in a context. So I see continued big opportunities for the type of journalism that Dimension provides; it should be reasonable to expect it to be even more in demand and relevant."