A new era at Svenska Dagbladet, Sweden: Inside Lisa Irenius’ vision for media transformation

As Editor-in-Chief and CEO of one of Sweden’s top newspapers, Lisa Irenius draws on her rich background in culture journalism to drive bold digital transformation, accelerate subscription growth, and foster newsroom innovation. Now at the helm of Svenska Dagbladet’s major organizational overhaul within the Schibsted Media Group, she is leading a strategic push to unify editorial excellence with commercial success.

Q: How was your transition from Culture Editor to Editor-in-Chief & CEO?
Lisa Irenius: Unexpected but natural. The culture section gave me space to experiment—like using AI and engaging readers—which helped build a mindset for innovation and digital subscription growth.

Q: Does your dual role make it easier to align editorial and commercial goals?
Lisa: Yes. It helps both sides understand each other better. I can create cross-functional teams and motivate journalists by focusing on reader value.

Q: What organisational changes are underway at Svenska Dagbladet?
Lisa: We’ve reduced 17 departments to 6 collaborative hubs, such as Breaking News, Storytelling, Growth, and Fokus. These are multidisciplinary teams blending editorial, data, UX, and product skills.

Q: How does Schibsted’s split affect you?
Lisa: Schibsted Media is now separate from its marketplaces arm. It’s a time of big change but also a fresh start. We’re working more independently while building stronger collaboration across media brands.

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Q: What’s the significance of acquiring TV4 and MTV?
Lisa: A game-changing move—this doubles Schibsted Media’s size and strengthens our position to compete with global tech giants. We’re waiting for regulatory approval.

Q: How do you manage communication and leadership amid so much change?
Lisa: Clarity is crucial, but so is openness to experimentation. We’re building answers together. A culture of collaboration is key.

Q: Does Schibsted still foster innovation?
Lisa: Absolutely. Our OpenAI partnership and new media acquisitions prove we’re still pushing boundaries across platforms and formats.

Q: Your biggest learning so far?
Lisa: Patience. Journalists love speed, but transformation takes time. Also, sometimes change is less risky than maintaining the status quo.

Q: What’s the future of print at Svenska Dagbladet?
Lisa: It still matters. But we’re shifting focus to the digital edition as a premium product—a curated experience that many readers value.

The actual and detailed version of this interview is on WAN-IFRA page