Henrik Stangel on Ad Market Challenges

What is the biggest challenge in ad sales, for Dagens Nyheter as well as the general market?

For Dagens Nyheter, we're facing a total remake of the newspaper which is a challenge both editorially and in terms of business. In the long run, the challenge is to reach strong profitability for DN as a whole. More generally, it means finding the right business model for every channel - print, web, mobile, tablets etc. - individually or in combination with one another.  

What are the biggest trends right now in ad sales?

Everyone is facing the increased fragmentation of the media market, us as well as our customers. There are ever more TV channels and platforms are multiplying, print products have more readers digitally than in print, new players are making inroads in old markets and consumers think "free is best." It's difficult to see a clear trend in all of this. It's more about finding different smart combinations that our customers can get something out of. I think in the future we'll see a bigger scope of how our customers work. some will use the old classic and proven ad channels, while others will work much more clearly with specific target groups and use the fragmentation of the market to their advantage. Maybe as a result we can see how different media channels will cooperate more in the future to meet the more compex wishes of customers for different types of support in the various stages of the sales process.