In 2014, Aftenposten went all in on the digital subscription model.

“We realised that if we wanted to succeed with that, we really needed to be aligned in how we produce the content and how we sell the content, how we make our product,” said Marius Thorkildsen, brand manager at the company.

Speaking at INMA Media Subscriptions Week in February, Thorkildsen said the only way to accomplish that was for the editorial and commercial teams to collaborate.

Tone Tveøy Strøm-Gundersen, managing news editor, added that they also realised the great journalism the Aftenposten newsroom creates needs help: “It also needs help with distribution, with everything it can get in order to reach the most people.” 

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