This is what Dagbladet did in 2021

Every day, 1.3 million Norwegians use our journalism. Every week, 2 million Norwegians use our products, on mobile, online, print or web TV.

When you choose Dagbladet, you are choosing to advertise in a rapidly growing newspaper. At a time when more and more media are locking their content behind paywalls, Dagbladet's goal is to become the largest in Norway on mobile. Since 2018, Dagbladet has increased the number of daily page views by 98 percent. The number of unique users has increased by 40 percent. And web TV traffic has multiplied.

When you choose Dagbladet, you are choosing to advertise in a newspaper that has been providing news since 1869. In the past, as now, Dagbladet's most important delivery is to be the first with the latest news. In addition, we provide sports, entertainment, commentary, consumer affairs, culture, humor, politics, business and award-winning investigative journalism.

When you choose Dagbladet, you choose to advertise in an editor-controlled newspaper. Unlike social media, we follow the press's Vær Varsom Plakat. We work systematically to avoid mistakes and to clean up when we make mistakes - and this is the reason why Dagbladet is currently one of the national media houses with the fewest failures in the Press's Professional Committee.

When you choose Dagbladet, you choose to advertise in a newspaper that has both a huge amount of traffic and control over its own data. We can offer a safe, relevant and editor-driven environment.

-Alexandra Beverfjord, Editor-in-Chief of Dagbladet

What happened in Dagbladet in 2021? This article gives you an insight into Dagbladet's mission and goals, and what kind of journalism we have produced over the past year.

Dagblad's most important job is to be the first with the latest news. Dagblad's main content areas are news, sports and entertainment.

Our clients are our readers and viewers. Dagbladet aims to update, inform and entertain through its journalism.

Dagbladet will be the newspaper with a heart for the weak and muscles in the face of the strong. Dagbladet is independent and critical of power. Dagbladet will work to uncover reprehensible conditions.

The form and genre of the daily newspaper

Dagbladet is not quite like other newspapers. As early as the 1930s, Dagbladet began to develop its popular journalistic form, with larger titles, harder news and more entertainment journalism than the other media. Short and engaging titles have been one of Dagbladet's hallmarks for many decades. Dagbladet is today a tabloid, mass-distributed national newspaper.

Dagbladet is aimed at everyone who lives in Norway. Dagbladet does not distinguish between high and low, we reach out to rural and urban areas, we address everyone and talk to everyone. Few devices are as democratic as that.

Daily newspaper publication channels

Dagbladet publishes content on Dagbladet.no, on DinSide.no, on Børsen.no, on Dagbladet TV, on Dagbladet Pluss and in the paper edition.

• Dagbladet.no

Dagbladet publishes content digitally on mobile, desktop and online. Digitally, Dagbladet reaches 1.2 million Norwegians every day with our journalism.

Dagbladet's most important channel is mobile. The mobile edition is our largest platform, with over one million daily users.

Digitally, the most important thing for us is to be the first with the latest news. The editorial team and online desk are staffed 24/7 to give our readers the best overview of what's happening.

• Dagbladet TV

Dagbladet TV will be the best in breaking news digitally. In addition, Dagbladet TV will be a leader in sports and entertainment.

Throughout 2021, Dagbladet TV has broadcast many hundreds of hours of live TV on corona, and a large number of videos and clips. The other major news events this year are also extensively covered by Dagbladet TV.

True to tradition, we also had Dagbladet TV's election booth at Eidsvolls plass in the days before and during the parliamentary elections. The election was duly covered by TV crews at all election vigils and on election night.

At the end of the year, Dagbladet TV also launched a news initiative on Snapchat - "Dagbladet TV Akkurat nå". The number of subscribers is increasing, and we have high hopes for the future.

• Dagbladet Plus

Dagbladet Pluss is Dagbladet's premium product.

In 2021, Dagbladet Pluss has communicated stories that can help break down various stigmas in society. Journalism has tackled taboos related to body shame, mental illness, intimate videos gone astray, euthanasia, suicide and survivor's guilt.

In addition to social journalism, Dagbladet Pluss has also significantly strengthened its news profile over the past year. Dagbladet Pluss has delivered exclusive stories from the major dramas in the news. These include the Gjerdrum landslide, Viggo Kristiansen's release and the corona pandemic.

Guides and help to make good choices in everyday life are also a key part of the service. Every week, Dagbladet Pluss delivers tests, tips and guides.

• Dagbladet paper

Dagbladet's paper edition is published six days a week, distributed nationwide and printed in Harstad, Trondheim, Bergen and Oslo.

The pandemic has dominated many news pages and front pages throughout the year.

Large additional sales on Saturdays confirm that the paper newspaper's flagship Magasinet is appreciated by our readers. According to the official readership figures from Mediebedriftenes Landsforening, Magasinet is Norway's third largest newspaper magazine.

Content production

News

The coronavirus pandemic has largely dominated news coverage over the past year. Other major events we have covered have been the quick clay landslide in Gjerdrum, the storming of Congress, the impeachment trial of Donald Trump, the reopening of the Baneheia case, the indictment in the Tengs case, the mass murder in Kongsberg and the extreme weather in Europe.

In addition to the major events, there is a stated goal to deliver more revelations, first-person stories and stories that touch.

In the field of news, the editorial team has delivered important stories at the core of Dagbladet's mission: The "Øystein-ungan" cases, strong revelations about Norwegian child protection, the aftermath of the Gjerdrum landslide and separate stories in connection with the climate summit in Glasgow, to name a few.

Sports

Along with news and entertainment, sports is Dagblad's largest category.

Sport covers what we consider to be the most important events throughout the year. The biggest events are the Olympics and the World Cup in terms of both winter and summer sports. In addition, we cover cross-country skiing (Beitostølen, Tour de Ski, Lillehammer, etc.). The national football team is also widely covered, and we are at all the matches, both home and away. Jumping has also become a priority on big days, including Hoppuka.

Highlights in 2021 include the World Ski Championships in February/March and the Tokyo Olympics in July/August. We have also had solid coverage of the Clas Brede Bråthen case. Last but not least, Dagbladet's coverage of Ole Gunnar Solskjær's efforts at Manchester United has been an important investment.

Political

In 2021, much of the coverage has naturally been linked to the election campaign and the subsequent general election, as well as the government negotiations afterwards.

Politisk has set the agenda with a number of issues this year. Among the initiatives are the cases about how Oslo schools are run, the revelation that members of parliament receive double holiday pay and the revelation about the KS boss's political salary.

Opinions

Dagbladet's commentators will cover all aspects of social development, with a focus on current news and political developments.

2021 has been an eventful year, with the coronavirus pandemic, the storming of Congress and the general election as three of the biggest events for the department. Central to Opinions, Dagbladet will comment on current events both in text and on Dagbladet TV.

This year, the focus has been on "Leirrasene" about the quick clay landslide in Gjerdrum, "Bolgneset" about shoreline development in Kristiansund, "Middle East money" and "En syk ski-nasjon" about eating disorders in Norwegian skiing.

Social media

Dagblad's social media department creates unique content and ensures that Dagblad's journalism reaches new user groups on social media.

The case that has affected our readers on social media the most this year was the landslide at Gjerdrum, where ten people lost their lives. Such tragic events bring Norway together in grief, and people want to express their sympathy and compassion. They often turn to Facebook. Three of the five most engaged stories in 2021 were about the landslide.

Celebrity

Dagbladet's celebrity editorial team must be first and best at entertainment.

Kjendis has been a news leader in journalism on the biggest TV hits such as "Farmen kjendis", "Farmen", "Maskorama", "Sommerhytta" and "Paradise Hotel".

Culture

Kultur has been tireless in its coverage of the corona consequences for cultural life, and the support schemes in particular. It all ended in a priceless argument between Abid Raja and Trine Rein. Here, Dagbladet's cultural journalists have been at the forefront of the news.

In December, Dagbladet launched the niche project Dagbladet BOK. Every year, several hundred book reviews, in-depth author portraits, thorough analyses and tabloid news stories about Norwegian and international literature are published. Readers interested in literature can now follow this journalism via dagbladetbok.no or via our newsletter.

Dagbladet Mat

Dagbladet Mat creates exclusive content for all of Dagbladet's pages: Papir, Magasinet. Dagbladet Pluss, Dagbladet.no and Dagbladet TV.

Dagbladet Mat conducts food tests throughout the year. In addition, we test kitchen utensils, grills and various kitchen appliances. We also cover food-related news. Be it product news (tests and reviews), new restaurants, news about and from the grocery trade, trends and revelations from the food world through collaboration with the Norwegian Food Safety Authority.

In 2021, we have also paid particular attention to sustainability issues in the food system - everything from avocado conflicts in Mexico, to soy production in the rainforest, to shrimp fishing and agricultural methods and pesticide use.

Rød Løper

Rød Løper is Norway's largest celebrity initiative on web TV. In addition, the editorial team produces its own podcast about celebrities that comes out every Tuesday.

Rød Løper has its own Instagram account with over 60,000 followers, and this fall the editorial team also launched its own Snapchat show.

Red card

Rødt kort is Dagbladet's sports initiative on TV. Sports are covered here with all the seriousness and emotion it entails, but also with a slant and with sensational and entertaining sports clips.

This year, Red Card delivered excellent coverage of the European Football Championships and Olympic Games, with separate program concepts for each event combined with live broadcasts.

Non Stop

Non Stop is Dagbladet TV's most spectacular concept. They deliver the crazy clips you don't want to miss. Here you'll find everything from mistake videos to news from the animal world.

Non Stop also has its own Snapchat show, and in the fall of 2021 also started publishing content on TikTok.

Photo

Dagbladets photo department delivers to all Dagbladets publishing channels: Dagbladet .no, Dagbladet TV, Dagbladets paper edition and Dagbladet Pluss.

They are present at all major events, and also help shape our visual photo expression.

Dagbladet niche

Dagbladet also has two large niche sites: The consumer website DinSide and the business website Børsen.

YourSide

DinSide is Norway's largest consumer website. In 2021, DinSide has been refurbished with a new design. In addition, the site has launched new niche initiatives. DinSide has also launched a new TV concept.

The main topics on DinSide are cars, technology, finance, house and home and travel and leisure.

DinSide has focused on a mix of broad consumer journalism, while also delivering tests, calculators and guides.

Børsen

After year two, the status is that Børsen is Norway's second largest financial and business website in terms of unique users. We are bigger than both Finansavisen and Dagens Næringsliv. In August, we also overtook E24 for the first time for an entire week, and in week 33 we were the country's largest business website.

The recipe for success has been to fulfill Børsen's promise to deliver "finance for the people", every single day.

Børsen covers the ongoing, major news events. In addition, the editorial team delivers talking points such as the dispute between Rødt and Stein-Erik Hagen and the revelation in the case of the LO union that paid members to demonstrate for them.

Børsen aims to be the first to cover the most important and largest real estate transfers, and is experiencing a huge interest in Børsen's housing cases. We have increased our coverage significantly over the past year, and this is an area we plan to write even more about in the future.

- This winter, we are carrying out a historic increase in staffing in the newsroom. We will be hiring up to 30 new journalists. We will invest much more in content - and especially in news journalism. We will create more agenda-setting journalism for our users in 2022," says Beverfjord.