Dagens Næringsliv is one of Norway’s modern newspaper success stories
Dagens Næringsliv is one of Norway’s modern newspaper success stories. The paper publishes exposés, news, comment, analysis and debate about Norwegian business and society. We follow the key players, investors and companies in Norwegian finance and industry with a critical eye. And because context is everything, particularly in business, DN keeps a close watch on politics and working life.
You can also read in DN about industries and companies that live in the shadow of stock-exchange-listed big business. These too are an important part of the Norwegian business scene and they represent an area characterised by considerable excitement and interest. Each year, we publish our “Gaselle” list of Norway’s best-growing companies and award a prize to the number one.
Our newspaper also features a lifestyle section, packed full of news and reports about property, travel, cars, food and fashion – all of which have become an increasingly important aspect of Norwegian business as we all spend more and more of our money on so-called lifestyle activities.
We live in a globalised world, so we also provide news, analysis and reports about international financial trends and about companies from around the world, both large and small.
The “Etter børs” (“After Exchange”) section contains news, analysis and reports about the financial goings-on in the media, the advertising industry, publishing houses and galleries.
DN helps you to understand more about what is happening in Norwegian finance and business – and why it is happening.
DN lørdag (DN Saturday) gives the reader even more than the regular weekday DN. In addition to the news, debate and opinion and the “After Exchange” section, on Saturday the paper also includes a packed magazine supplement.
The magazine (“Magasinet”) is the home of well-written reportage and engrossing documentary features, our aim being to present complex events as engaging stories. Our readers want in-depth reporting and background articles, and on Saturdays they get exactly that. DN lørdag features interviews with fascinating people and reports that often deal with those in the news.
DN lørdag also includes reports about fashion, technology, design, art, food and lifestyle. There is a regular wine column, as well as features on music, books, cinema and travel, and a restaurant guide.
D2 is an intelligent lifestyle magazine. We endeavour to combine quality journalism with modern magazine design and high-quality photography.
The magazine covers a wide range of cultural and lifestyle-related topics, including design, fashion, fitness, travel, cars, technology and food – subjects we know our readers are interested in. We report on new trends and innovations, as well as the processes driving them and the conflicts they may provoke.
Our editorial staff strive to create a varied magazine, with surprising stories and eye-catching covers. For example, D2 has been on the trail of counterfeit branded goods in Shanghai, and revealed the story of Lady Gaga’s rise to superstardom. This autumn we are enhancing the magazine still further with new columns concentrating on design, perfumes and cars.
We believe that D2 is the only magazine of its kind in Norway: a modern lifestyle magazine whose quality journalism appeals equally to men and women.
D2 has won a number of Norwegian and international prizes for outstanding photography and design.
D2 magazine is free with Dagens Næringsliv every Friday.
Every day 266,000 people read Dagens Næringsliv
Dagens Næringsliv is read by a target group that is attractive for advertisers. They are aged primarily between 25 and 65; a total of 64 per cent are men, and most are in long-term relationships, with children living at home (or children who have moved out). Our readership is spread throughout Norway, though with most living in the country’s major conurbations. Most readers have a university-level education, often in economics, technical fields or the social sciences. They work mainly in the private sector, and four out of every ten hold management positions.
DN readers as private individuals
Every day 266,000 Norwegians read Dagens Næringsliv, which makes DN the country’s fourth-largest daily newspaper in terms of readership. Over any one week the coverage is more than doubled, with a total of 598,000 different individuals reading DN every week.
On Saturdays the readership increases to 289,000, while each issue of D2 is read by 202,000 people.
- DN readers are among the most affluent in the country, with an income and consumption that is above average.
- Dagens Næringsliv is a national newspaper. An advertisement in DN reaches the people with spending power across the whole country.
- DN readers have more children and larger families than the national average.
- DN’s readers are early adopters, and they like to treat themselves to new things.
Every day Dagens Næringsliv writes about lifestyle, trends, private finance and other editorial material aimed at our readers as private individuals. The Monday edition with DN privat, the D2 magazine on Fridays and DN lørdag with Magasinet on Saturdays are excellent editorial environments in which to present products and services aimed at private individuals. DN has a good reputation for credibility and enjoys high acceptance and high interest – an excellent environment for advertisers.
DN readers are primarily aged between 25 and 65; a total of 65 per cent are men, and most are in long-term relationships, with children living at home (or children who have moved out). Our readership is spread throughout Norway, though with most living in the country’s major conurbations. Most readers have a university-level education, often in economics, technical fields or the social sciences. They work mainly in the private sector, and four out of every ten hold management positions.
DN readers enjoy sound financial circumstances and a robust purchasing power. One in three have a personal annual income of over NOK 600,000 (compared with just ten per cent of the general population who do), and 30 per cent of all Norwegians with an annual income of NOK 1 million or more read Dagens Næringsliv every day.
Although Dagens Næringsliv’s readers are adults, surveys show that they have an active and youthful lifestyle. DN readers have a fundamentally market-liberal attitude, and are highly fashion-conscious. They are very much in charge of their own finances, which allows them to be rather “easy spenders”.
Unsurprisingly, readers of Dagens Næringsliv are more than usually interested in business and finance, the markets, politics and taxation issues. But they also stand out from the rest of the population by being highly interested in reading literature, listening to music, trying new and exotic foods and enjoying the outdoor life. DN readers are also particularly interested in cars and boats, travel, new technology, clothes and fashion.
Readers of Dagens Næringsliv generally score high on most active lifestyle measures – for instance, they exercise considerably more often than the average. They also go on more cycle rides or go hiking or cross-country skiing more often.
DN readers as decision makers
Dagens Næringsliv is the biggest business publication in Norway: 186,500 decision makers read Dagens Næringsliv every day. This represents 39 per cent of all management in business and the public sector.
Compared with other Norwegian business newspapers and business publications, DN has the widest circulation among top management, middle management and skilled workers. As many as 41 per cent of all senior managers in Norway read DN every day, and in any one week 54 per cent of senior management read the newspaper an average of four times each or more.
An advertisement in DN reaches decision makers who exert considerable influence on the purchase of various goods and services, such as banking and financial services, company cars, telecommunications, IT equipment, business travel, etc.
As a group, DN’s readers are highly qualified. A job advertisement placed in DN will reach relevant candidates, including those who are not necessarily actively looking for a new position.
DN also allows you to reach those who make decisions on the purchase and sale of commercial property.
Dagens Næringsliv’s readership
Average readership (all days): 266,000
Individual readers per week: 598,000
Dagens Næringsliv readership profile
Men: 172,000 (65%)
Women: 94,000 (35%)
12–19 years:11,000 (4%)
20–29 years: 35,000 (13%)
30–39 years: 51,000 (19%)
40–49 years: 64,000 (24%)
50–59 years: 53,000 (20%)
Over 60 years: 53,000 (20%)
Secondary school: 13,000 (5%)
Upper secondary school: 66,000 (25%)
University/college, 1–4 years: 94,000 (35%)
University/college, more than 4 years: 90,000 (34%)
Personal income (NOK):
Below 200,000: 21,000 (8%)
200,000–399,000: 47,000 (18%)
400,000–599,000: 85,000 (32%)
600,000–799,000: 46,000 (17%)
800,000–999,000: 19,000 (7%)
Over 1 million: 24,000 (9%)
Managers who read Dagens Næringsliv
All Norwegian managers and decision makers
Average readership (all days): 185,500
Individual readers per week: 249,200
Readership profile of managers who read Dagens Næringsliv
Position in company:
Senior management: 115,000 (62%)
Other management: 36,000 (19%)
Department managers: 28,000 (15%)
Departments within companies:
Administration/management: 130,000 (70%)
Production/operations: 9,000 (5%)
Sales/marketing/export: 13,000 (7%)
Research/development: 2,000 (1%)
IT: 7,000 (4%)
Finance: 8,000 (4%)
Other departments: 13,000 (7%)
Our readers – D2
D2 is Dagens Næringsliv’s Friday magazine. Each issue of D2 is read by 202,000 people. This represents 77 per cent of Dagens Næringsliv’s weekday readership.
Two insertions in D2 are seen by 322,000 individual readers; four insertions reach 478,000 readers; six issues are read by a total of 592,000 individual people.
Most D2 readers are in the 30–59 age group, in line with DN’s readership. However, D2 also attracts more younger female readers in their 20s.
Most readers are highly educated, and with an average annual household income of NOK 906,000 they have a great deal of purchasing power. They are more likely to have children of pre-school age, and are likely to live in or near Norway’s main cities.
Demographic profile of D2 readers
Men: 119,000 (59%)
Women: 83,000 (41%)
12–19 years: 10,000 (5%)
20–29 years: 27,000 (13%)
30–39 years: 42,000 (21%)
40–49 years: 49,000 (24%)
50–59 years: 37,000 (18%)
Over 60 years: 38,000 (19%)
Secondary school: 11,000 (6%)
Upper secondary school: 50,000 (25%)
University/college, 1–4 years: 70,000 (35%)
University/college, more than 4 years: 70,000 (34%)
Personal income (NOK):
Below 200,000: 19,000 (9%)
200,000–399,000: 42,000 (21%)
400,000–599,000: 65,000 (32%)
600,000–799,000: 30,000 (15%)
800,000–999,000: 12,000 (6%)
Over 1 million: 15,000 (8%)
Oslo/Akershus (Greater Oslo region): 74,000 (36%)
Rest of south-east Norway: 51,000 (25%)
Western Norway: 41,000 (20%)
Central and northern Norway: 36,000 (18%)