Bonnier generates 25 per cent of its revenue from digital
Bonnier, publisher of nearly three dozen special interest titles like Scuba Diving, Field & Stream, Savuer and Popular Science, is an active participant in the industry’s transformation. The company, part of the Swedish media conglomerate Bonnier AB, generates about 25 per cent of its revenue from digital, according to Eric Zinczenko, who was named Bonnier CEO this week.
Mr. Zinczenko — brother of former Men’s Health editor-in-chief David Zinczenko, who now runs his own editorial consultancy Galvanized — succeeds David Freygang, who spent more than 25 years at Bonnier. In his new role, Mr. Zinczenko plans to accelerate the company’s digital drive.
But the company is not preparing for a digital-only future — at least not yet. Print remains important to Bonnier, according to Mr. Zinczenko. “We would prepare for a world without print if we had to, but we’re approaching the future with all different channels of media to serve a particular audience,” he said.
Mr. Zinczenko spoke with Ad Age about the company’s digital future, acquisition strategy, new revenue streams and more.
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