ABSTRACT
This chapter presents a case study of Dagens Industri, a Swedish business newspaper in the Bonnier group, and its efforts at internationalization through the establishment of papers using the same concept in other nations. It is a rare case of internationalizing a paid circulation newspaper through start-ups of sister newspapers in several European countries. These international versions of Dagens Industri are not republished versions of the Swedish newspaper, and the Swedish editor-in-chief does not decide on the content of each newspaper. The chapter describes the internationalization of Dagens Industri and its concept, in order to determine how they became successful in their rather unique newspaper internationalization. Dagens Industris first international sister paper was started in Estonia in 1989. A successful business advertising channel can be a media product only when its readership includes a sufficient number of decision-makers people who are authorized to make decisions not only about the use of their personal money.
