Media Insights

medier viden, Frontpage PR og kommunikation københavn

The chances of a successful take-up of a news story by Danish media outlets depends on the story’s:

  • actuality;
  • reader relevance;
  • exclusivity;

Danish editors prefer stories with food for thought, and articles need to have a clear story line, strong supportive pictures, and an effective, interesting spokesperson. That being said, a story can’t be a hermetically sealed package. We take great care to provide the best and most appropriate input and to support the journalist’s work by way of dialogue.

Like all Scandinavian journalists, Danish journalists are busy, busy, busy. Press events are generally not interesting to most journalists, unless there is a clear story to pick up at the event, such as an exclusive interview or presentation. “Press event” doesn’t just mean inviting the press to an event. It means arranging an event relevant for the press. We try to arrange press events around materials or announcements that we know are relevant for specific publications and will have an impact with their readers.

The Danish media landscape

The Danish media landscape is changing with traditional print and television media under increasing pressure, with dramatically declining numbers of subscribers and readers. The majority of Danes now have access to television and music on-demand, owns several mobile devices (tablet, laptop and smartphone) each with mobile broadband, and have a profile on one or more social media platforms1.

Danish media consumption has become fragmented with second screen behaviour, e.g. Danes are simultaneously watching the TV-news, while using a smartphone to check emails, while also browsing on a table for the next vacation. Thus, today the average Dane’s news consumption is typically reduced to taking in small chunks of news from multiple sources, and it has become rare for one medium to fully capture and hold consumers’ attention2.

Mobile data consumption

The development in mobile data traffic is a clear indicator of Danes increasing media consumption. Since 2009, there has been an exponential development in the growth of data traffic, which has occurred alongside regular improvements of Internet speed and the opportunity for Danes to buy improved net services. Today, it is possible for around 93% of the population to connect to a network at home, and 83% have data offering a minimum of 100 Mbit/s download and 30 Mbit/s upload4.

Printed media

In 2017, there were around 35 daily printed media  in Denmark3:

  • 6 national daily newspapers: Politiken, Jyllands-Posten, Berlingske, Børsen, Kristeligt Dagblad and Information;
  • 3 daily tabloid newspapers: MetroXpress (free), BT and Extra Bladet;
  • 26 smaller regional newspapers: regional and local newspapers with readerships from 4,000 readers (Møns Folkeblad) to 46,000 (JyskeVestkysten).

In addition, there were around 429 local weekly printed newspapers.4

Over the past five years, the print media have suffered from a steady decline in readership. The recession in reader numbers has particularly affected the national and regional daily newspapers, that jointly have lost 25.7% of their readership from 2010 to 2014. Local newspapers have been affected less and are still read by 58% of the population. The only printed media to have experienced growth in readership are free newspapers.

However, despite the boom in alternative online news platforms, traditional print media are still the primary agenda-setter of the news stories that influence the general media landscape in Denmark2.

Business media

The Danes have a growing interest in business news. In this sector, the Danish business media tend to be either individual news providers or major sections in other established media, and the business news is made available in print and online. The major business media at the moment include:

  • Børsen;
  • Berlingske Business;
  • Jyllands-Posten
  • Huset Markedsføring;
  • Aktionæren, Dansk Aktionærforening;
  • Penge & Privatøkonomi;
  • Ugens Erhverv;
  • Økonomisk Ugebrev;
  • (only online);
  • (only online);
  • NPinvestor (only online);
  • Proinvestor (only online);
  • Euroinvestor (only online);
  • TV2 Finans (only online and TV);
  • DR Magasinet Penge (only TV).

Digital media

Currently, about 30% of online media readers access the media via Facebook. Besides causing a change in consumer behaviour, social media have also affected media content4. There are now less available media and an increasing demand from consumers for (short) news stories, which has led the online media to produce a patchwork of short stories – often with a sharp or funny angle. Furthermore, “clickable” lists, such as “ten things you should know…”, are increasing popular online and spread quickly on social media. Recently, we have witnessed a tendency in the industry to meet consumer demands with increased media space for these types of stories.

The Danes are among the most tech-savvy consumers in the world and have a huge appetite for news. 71% of Danish internet-users uses the internet to read or download news4.


Social Media

As a very tech-savvy country with a population of advanced online users, social media and network services have gained huge popularity among Danes. In particular, the younger population are very active, but in recent years the remaining age groups have also gradually become active users as well4. Recently, growth has particularly been driven by senior users, who increasingly now own and use smartphones. This age group are fast to adapt the smartphones opportunity for internet access and various internet services as soon they acquire the phone or other device4.

Overall Danes are very active on social media, with Facebook and Snapchat dominating6.

Facebook is used by 67% of Danes. In recent years, Facebook has experienced most growth among adult users, as Danes under 30 are now using Facebook less frequently6.

LinkedIn has 1.77 million Danish users. The medium user profile is primarily active on the labour market and is aged 35+5.

Instagram has penetrated 24% of the Danish population and has up to 868,000 users. This medium is particularly popular among 12-29 year olds5.

Twitter has not yet achieved real traction among the Danes. 457.000 Danes use Twitter, and only 4% use it daily5.

Snapchat is popular among Danes under 30, with around 25% of 1the population using it and about 25% of 20-29 year olds being daily users6.


Media in Norway

Norwegians are among the world’s most keen news readers and are very tech-savvy. Furthermore, Norway is the country in Europe with the largest penetration of both the Internet and social media7. This trend is reflected in Norwegians media consumption, as online news media overtook traditional print media in readership in 2014 and continues to lead7. The media landscape of Norway is characterized by a relatively few big daily national newspapers, a limited number of daily regional newspapers and many small local media, published both in print and online. The national media includes:

Media in Sweden

87% of the Swedish population read a newspaper on a daily basis, either in print or online8. The media landscape of Sweden is characterized by a few big national dailies, numerous smaller regional papers and many small local papers published on a weekly basis9. Print media has over a prolonged period suffered from declining readership. This trend has occurred simultaneously with the enhancement of online services. The steady decline in the number of subscriptions of printed media has happened alongside the proportional increase in subscriptions of online media. Swedish consumers’ changed media behaviour means that many newspapers today are making a great effort to continuously expand and improve their digital presence, particularly in relation to formats and apps for smartphones and tablets10. The national newspapers are as follows:


  1. Kulturstyrelsen rapport om Mediernes Udvikling i Danmark 2017
  2. Danskernes medieforbrug ændrer sig fortsat
  3. Infomedia
  4. Mediernes udvikling i Danmark – internetbrug og enheder
  5. Brugen af sociale medier i Danmark
  6. Sociale medier 2017 statistik
  7. Norwegian media barometer, 2014
  8. Swedish Media
  9. Svenske aviser
  10. Sweden: digital is better