Sorry, we could not find the combination you entered »
Please enter your email and we will send you an email where you can pick a new password.
Reset password:


Plus Report - By Thomas Baekdal - December 2020

Why do Norwegian newspapers perform so much better than the industry average?

I want to show you something crazy. Earlier in 2020, Reuters Institute released their Reuters Digital News Report 2020 that, among many other things, looked at how many people in each country were paying for online news.

The result looks like this:

As you can see, most of Scandinavia scores relatively highly compared to the industry average (at about 10%), but Norway is just off the scale at (42%).

This is strange because the Nordic countries are usually very similar, and most other studies there rarely differ more than a few percentage points. So why is there such a big difference when it comes to news? ... and why is Norway doing four times the industry average?

Well, this is the topic of this 31-page Plus report. We are going to take a deep dive into the Norwegian market to find out how this is possible.

Infrastructure, market, tech, culture, and editorial

To explain what is happening in Norway, we have to look at many different things. We need to look at the infrastructure in which Norwegian newspapers operate, we have to look at the market as a whole, at the tech solutions Norwegian publishers have implemented, the culture we see around news, and also very important, the editorial focus.

Each one of these plays a role in defining this, and it's the combination that makes all this work. And we will start our analysis by looking outside the media industry. What is Norway like as a country compared to other countries?

This 31 page report is exclusive for subscribers. (login)

Try it free for one week

Register to try out Baekdal Plus completely for free for one week.

for just...
for just...
You get two months for free


Baekdal Plus is your premium destination for trends and analysis for the media industry. Every year you get 25 reports about the future media trends, business and editorial strategies, monetization analysis and insights about how to use analytics specifically for publishers.

As a subscriber, you also get full access to all the Plus reports (more than 200) published over the past 8 years, as well as the ability to share what you read.

I'm a company, can we pay via an invoice?

Yes, of course, please write to and I will send you a regular invoice that you can pay via your bank. I will need your company name, address and VAT number (if within the EU). Also, please note that due to this process being manual, this will be for an annual subscription only.

Is there an Enterprise Plan?

Yes, please write to for details. But for 25-99 users: the price is 20% off the subscription price ($79/year per user), 100+ users is a fixed price at $5,000 (for all combined).

Can you create a report just for us?

Yes, please head over to Baekdal Media to read about consulting where I can help you with strategy reviews, trend and strategy reports, and strategic guidance for you media company or a specific publication.



The Baekdal Plus Newsletter is the best way to be notified about the latest media reports, but it also comes with extra insights.

Get the newsletter

Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


—   monetization   —


Guide to magazines doing advertising behind a paywall


How to design a cheaper news product?


In-depth media analysis: What should we do with media bundles?


Don't sell magazines. Sell what is in them


Why advertising and subscriptions are so hard to mix, but not impossible


How much should a newspaper or magazine cost? It's not the price that defines it