Of all the good work we have created here this year, it is this campaign that has made the biggest impression on me.

Suddenly Christmas was here again! Soon we will slow down the pace (and shoulders) to enjoy a little quieter days with family and friends. I myself am planning a trip to Tenerife for a golf trip with my husband and three sons. And I barely know the ups and downs of a golf club! But I am looking forward to it, and I have promised myself to make a real attempt. It would be fun if, in the long run, I could beat the boys at golf. The competitive instinct in the family is nothing to be ashamed of.

But before I embark on this year's Christmas vacation, I want to reflect a little on the year that has passed.

2024 has undoubtedly been a year marked by challenges in the advertising market, and the road to the major collaborations has been longer than before. We have had to work harder, and reach further to reach our goals. But I would say that we are coming out of 2024 stronger. Because in a challenging year, we have seen creativity, unity and collaboration flourish. We have worked purposefully together across disciplines and brands, and we have certainly achieved a lot of good things!

We have developed new advertising formats and creative concepts together with our customers. Our own Lisbeth Langnes has been nominated for the best media salesperson of the year. And for the ninth year in a row we have conducted Aller Best – our very own case competition. We did so with a record number of cases submitted, and with a sky-high level.

And here I must say a big thank you to you, our advertisers and partners. Thank you for trusting us and letting us get close to your brands. Thank you for challenging us and working with us so that we can shine together.

In 2025, Aller Best will be 10 years old, and I can guarantee that we will shine together then too – stronger than ever!

Record traffic and precious metal

When Se og Hør -editorial staff rounds off 2024, they can look back on a year of record digital traffic and attention. And KK - the brand that has accompanied Norwegian women through the liberation struggle and two world wars - has celebrated 150 years. It happened at the venerable Grand Hotel, and women from culture, politics and business lined up to celebrate the big day. See photos from the star-studded party here. I am also pleased to say that the KK gala will become a regular annual event from 2025, where we will pay tribute to strong, Norwegian women together with advertisers and readers.

Dagbladet has once again set the agenda this autumn with shocking revelations about people who die in solitude in their own homes - without being found. Here, the 155-year-old newspaper shows once again that they hold social responsibility high and stand on the side of the weak. For the same reason, this autumn we have also raised the importance of editor-controlled media to our commercial partners. Because when we know that half of the media investments in Norway go to the international tech giants, we have a job to do together to preserve the free Norwegian press - which is also a prerequisite for our democracy.

As we exit 2024, we not only do so with a number of new experiences, we also carry precious metal in our luggage. More specifically, a silver from this year's Media Awards. Here we won together with the Directorate of Health and Mindshare, for the vital campaign "Light in the Dark" . And of all the good work we have created here this year, it is this campaign that has made the greatest impression on me, and which I want to give a little extra focus to in this Christmas letter.

The campaign deals with suicide prevention work in Northern Norway, but the tool is both universal and timely. It is about something as simple - and as difficult - as talking together. About taking the time to have a good conversation, seeing, listening and daring to ask how things are really going. This campaign encourages us to do just that. It can make everyday life brighter, and this can actually save lives. So if I can make one wish this Christmas, it is that you take care of each other, see each other, and dare to extend a hand.

With this, I would like to thank you for your trust, thank you for the good conversations and exciting collaboration in 2024. We look forward to the continuation. But now, first of all: relax. Take care of yourself and your loved ones, and have a very Merry Christmas.

Kind regards

Chris Tallerås Steen