Choose safe, editor-driven media

- Dagbladet is the fastest growing website in Norway. We have been providing news since 1869, and are among the country's best newsrooms when it comes to press ethics," says Alexandra Beverfjord, editor-in-chief of Dagbladet.

She points out that Dagbladet is one of the national media that has had the fewest failures in the Press's Professional Committee (PFU) in recent years.

- 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 today among the national media houses that perform best in press ethics.

Brand Safety aims to protect the brand's reputation from harmful influences resulting from inappropriate content. In the media industry, this means creating a safe environment for advertisers and partners and avoiding situations that could have a negative impact on the company.

Confidence in Norwegian media houses is increasing

According to the major advertiser report from ANFO, Norwegian advertisers have significantly greater confidence in the quality of exposure in Norwegian media than in foreign media. We can also see that trust in editor-driven media is a global trend. In the UK, 87% believe that brands should be careful where they advertise.

On June 15, the Reuters Digital News Report 2022 was published. This is the largest survey of digital news usage and examines, among other things, the trust of the various media. Dagbladet , for example, has higher trust in this survey than both the BBC in the UK and the New York Times in England.

- The survey shows that the population in Norway has a high level of trust in the media compared to many other countries. These are very positive figures for the Norwegian media," says Beverfjord.

Editor-driven media are regulated and transparent, creating a predictable environment for advertisers. Dagbladet has worked systematically with press ethics for several years through strict routines and control mechanisms. In this way, Dagbladet ensures that advertisers also end up in a safe ethical environment.

- In recent years, we have invested significantly in strengthening our journalism and creating a stronger product. More and more Norwegians are choosing Dagbladet as their news destination. Readers should know what to expect from Dagbladet, and they should be able to trust that what we publish is true," says Beverfjord.

Editorial media respect legislation and are concerned with security and privacy for users. The Norwegian press works within the ethical framework of the Vær Varsom poster. The industry as a whole has had an increasingly strong focus on press ethics in recent years. As a result, traditional media are also moving towards social media.

The fear of fake news

- As a society, we have faced challenges with fake news for years, as several international players have been used to disseminate disinformation, hate speech and extreme content. There are several reasons why fake news occurs. Some actors are looking to create political unrest. Other actors are looking to make money by selling ads on untrue news. This is very problematic," says Beverfjord.

Dagbladet dedicates significant resources to ensure clean comment fields and to create a safe environment for both the reader and the advertiser.

- One of Dagbladet's most important social missions is to provide continuous news coverage for the entire population. Every day, 1.4 million Norwegians use Dagbladet's journalism. We know that we are particularly important to our readers when major and serious events occur. During the Ukraine war, Dagbladet has had particularly extensive coverage. In such situations, we are keen to provide as much truthful information as possible, so that readers themselves are better able to understand what is happening," says Beverfjord.

Dagbladet has experienced significant readership growth during the Ukraine war. Beverfjord points to Dagblad's establishment of a separate "public service" group, whose main purpose was to make as many facts, graphics and background information available as possible, as an important reason for this growth.

Why you should advertise with us

Aller Media creates contextual stories and content for our advertisers. We know which target groups we want to talk to, and create a product that we know works.

At Aller Media, your brand is in safe hands, and the recipient in a safe and highly relevant environment. We are a media house that takes press ethics very seriously and ensures that your brand is placed within a safe, ethical framework.

- "When you choose Dagbladet, you choose to advertise in one of Norway's largest and most forward-thinking newspapers. Dagbladet has both enormous traffic and control over its own data, which is becoming increasingly important," says Beverfjord.

Want to know more about advertising opportunities for your brand? Get in touch with our sales department - we'd love to have a chat!