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  • Writer's pictureFaiz Abbas

What are the Best Newspapers in Sweden? Top Newspapers in Sweden

Updated: Mar 1, 2023

Dagens Nyheter, Expressen, Sydsvenskan, and Göteborgs Posten are four of the most prominent newspapers in Sweden. Each newspaper serves a different demographic and audience, making them unique advertising platforms for businesses looking to target specific segments of the population.


the top 4 most popular newspapers in Sweden

Dagens Nyheter

Dagens Nyheter, or DN, is one of the oldest and most respected newspapers in Sweden. Founded in 1864, it is considered a reputable source of news and analysis for the country's political and business elite. The newspaper has a daily circulation of around 285,000 and a readership of around 1.5 million. Its audience is primarily educated, affluent, and politically active, making it an ideal platform for businesses looking to reach decision-makers and opinion leaders.



Expressen

Expressen, on the other hand, is a more populist newspaper that targets a younger, more urban audience. Founded in 1944, the newspaper has a daily circulation of around 340,000 and a readership of around 2.5 million. Expressen is known for its sensationalist headlines and entertainment coverage, making it a popular choice among younger readers. Businesses looking to reach a younger, more diverse audience would be well-served by advertising in Expressen.



Sydsvenskan

Sydsvenskan is a regional newspaper that covers the southern part of Sweden. Founded in 1870, it has a daily circulation of around 100,000 and a readership of approximately 300,000. Its audience is primarily made up of middle-aged, middle-class readers who are interested in local news and events. Businesses looking to target a specific region in Sweden would benefit from advertising in Sydsvenskan.



Göteborgs Posten

Göteborgs Posten, is another regional newspaper that covers the city of Gothenburg and its surrounding areas. Founded in 1868, it has a daily circulation of around 177,600 and a readership of around 357,000. Its audience is primarily made up of middle-aged, middle-class readers who are interested in local news and events. Businesses looking to target the Gothenburg area would benefit from advertising in Göteborgs Posten.



Choosing the right newspaper in Sweden for your target audience

Swedish flag 3d wavey

In conclusion, each of these newspapers serves a different demographic and audience, making them unique advertising platforms for businesses looking to target specific segments of the population. DN targets educated, affluent, and politically active readers, Expressen targets a younger, more urban audience, Sydsvenskan targets middle-aged, middle-class readers in the southern part of Sweden, and Göteborgs Posten targets middle-aged, middle-class readers in the Gothenburg area. By advertising in the right newspaper, businesses can reach their target audience effectively and efficiently.


Top 4 Swedish Newspapers ranked by Circulation and Readership

​Newspaper

Circulation

Readership

Expressen

340,000

2,500,000

Dagens Nyheter

285,000

1,500,000

Göteborgs Posten

177,600

357,000

Sydsvenskan

100,000

300,000

(Read more about the difference between Circulation vs. Readership)


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