Taking a Stand

Photo by Mikael Olsson

Cooking, gardening, fashion, cars, royalty, crossword puzzles - if you love it, Bonnier Tidskrifter, the Swedish magazine group, covers it. 

So what ties all of their different magazines together?

"The simple answer is quality, but it is also about passion," says Ulrika Saxon, CEO of Bonnier Tidskrifter. "Readers are very involved in each subject, and our goal is to not only to live up to the readers' and advertisers' expectations, but also to exceed expectations on a regular basis."

Despite the economic slump, Bonnier Tidskrifter is keeping busy.  In 2008, they released the first Dutch edition Mama, as well as the true crime magazine Misstänkt [Suspect] and the royalty lifestyle magazine Queen. A new series of crossword puzzle magazines, special editions and custom publications have also been added to the roster. Bonnier Tidskrifter also holds five of most popular magazine Web sites in Sweden, with alltommat.se holding steady at the top.

"We are used to starting new projects each year; it is part of our culture," says Ulrika Saxon. "But we've also grown by developing existing brands, which requires at least as much creativity."

That creative culture is integral, given that the publisher produces over 600 magazine editions every year, as well as a host of web sites, mobile services, books, custom publications and events.

We are used to starting new projects each year; it is part of our culture.
—Ulrika Saxon

Here are some of their big success stories:

• Amelia-Sweden's largest women's magazine with 425,000 readers; 45% of all Swedish women between the ages of 25-40 read it every other week
• M-magasin-practically created a new target audience, relying on the purchasing power of so-called "Mappies", women over 50; the title accrued a circulation of 80,000 in its very first year
• Damernas Värld-the long-time fashion favorite has been around for over 60 years
• CP-a popular children's magazine whose first issue was published in 1892

Over last three years, Bonnier Tidskrifter has increased its sales by 22 percent and its profits by 30 percent. Ulrika Saxon gives credit where credit is due.

"Sure we have many strong brands, but they are not worth anything without the right people to operate and further develop them," she says.  "It is important that Bonnier Tidskrifter be perceived as a fun workplace, that our people simply like to go to work. In addition to professional challenges, it is also about creating an environment where employees meet and exchange ideas and experiences in varied forms."

The magazine industry won't be immune to the economic downturn, but Ulrika Saxon isn't worried about the business's long-term health.

"Magazines fill a need that is different from all other media.  They provide a welcome contrast to the 'short attention span media' of the future. It is about deepening entertainment, inspiration and enrichment—magazines are the embodiment of readers' interests. While we have a clear ambition to grow online with our Digital Media business unit, we face perhaps our greatest challenge in the near future."