In an international comparison, Sweden has a large number of newspapers and magazines. There are about 170 newspapers with a total audited circulation of 2 million copies per issue. The press, online and printed, has a readership with a daily reach of 65 per cent among all Swedes aged 9-79 years old.
The newspaper’s internet sites are ever-growing, and 2015 the sites was read by 11 per cent of all Swedes aged 9-79 years old on an average day. Both Web-TV and mobile are also new ways for the newspapers to reach their users in which ever channel they request, and are still growing strong.
Approximately every fourth SEK spent on advertising ends up in the newspaper industry. During 2015, of the total ad-spend of 32,9 billion SEK, more than 8 billion was invested in newspapers, either online or in print.