By focussing on audience behaviour the Swedish daily Aftonbladet has put mobile at the core of the newsroom.

Last month I went to a fascinating conference at News UK’s stunning new headquarters titled ‘news on the move’.

Interesting stuff from Metro on how it became the fastest growing UK newspaper site by putting mobile first. And from Buzzfeed’s UK editor Luke Lewis on how it sees its mobile traffic grow through the day peaking at 10pm. 


But then I read this fascinating account of how Aftonbladet has seemingly totally conquered the Swedish mobile market for news by reaching 1.8m readers a day. That’s an astonishing 20% of the entire population.

How have they done it?


Analyse the time people are on their mobiles. In Sweden the peaks are 6.30am, 9am, 12 noon, 6pm and 11.30pm. So, presumably, waking and commuting, lunch, commuting home again and browsing before sleeping.


Give them the content they are in the mood for at the time. So, crime and mystery stories are popular in the evening and weekends. Entertainment always sells and ‘sex and relationships is perfect for mobile,’ managing editor Ted Kudnioff told the Tablet and App Summit in Amsterdam.


Appreciate that mobile is personal. Because a reader carries the smartphone with them all the time it feels like a more personal device than a computer. The newspaper therefore focuses personal, emotional content on the smartphone reader. Aftonbladet makes good use of video features and has a porous paywall that lets reader through to some articles for free.

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