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In the last years, the paid circulation of daily newspapers strongly decreased in Sweden. While it amounted to more than *** million copies in 2007, the lowest figure was found ten years later with only *** million copies. Similarly, the revenue of the whole Swedish newspaper industry dropped to billion Swedish kronor in 2017.

Circualtion vs. readership

Paid Circulation means newspapers that are sold to a certain number of people on an average day. That includes both subscriptions and newspapers sold at newsstands. Compared to that, readership is the circulation of a newspaper multiplied by the average number of people reading each copy. For example, the newspaper Svenska Dagbladet had on average *** thousand readers per day in 2017, whereas the circulation amounted to thousand copies.

Bonnier is the leading publisher

Based on the circulation, Bonnier ranked highest among newspaper companies in Sweden in 2015. Their newspapers, such as Dagens Industri and Expressen, recorded a total circulation of *** thousand copies. Additionally, the media company generated the highest revenue among Swedish newspaper publishers in 2017.