Lisa Irenius: Leading Svenska Dagbladet's Digital Shift

Lisa Irenius, formerly the culture editor at Svenska Dagbladet, is now spearheading the Swedish publication’s digital transformation, a move reflecting the broader industry’s ongoing evolution. In a recent interview, Irenius detailed the challenges and opportunities inherent in leading a legacy news organization through a period of significant change.

Irenius emphasized a collaborative approach to navigating this transformation, highlighting a strong existing culture within Schibsted, Svenska Dagbladet’s parent company. She acknowledged a steep learning curve, particularly on the commercial side, but noted how understanding customer perceptions has informed editorial decisions, shifting the focus from individual publications to the overall reader experience.

A key element of the restructuring involves moving away from a traditional 17-department structure to six collaborative “hubs.” These hubs are designed to foster agility and focus on key areas: breaking news, in-depth analysis (Fokus), storytelling incorporating audio and text, digital growth initiatives, and a reimagined approach to the print edition, now viewed as a premium digital product alongside its physical counterpart. The move signals a commitment to adapting quickly to new strategic priorities.

Irenius also discussed the importance of experimentation and accepting uncertainty. She admitted that driving organizational change requires patience, a quality she believes is often undervalued in leadership. This willingness to embrace ambiguity is particularly evident in Schibsted’s recent initiatives, including a partnership with OpenAI, demonstrating a commitment to staying ahead of the technological curve.

The acquisition of TV4 and MTV in Finland further underscores this ambition, aiming to create a modern media group spanning news, entertainment, and sports across multiple formats. Irenius believes that Schibsted’s history of digital innovation, combined with its marketplace expertise, provides a solid foundation for this expansion.

One of the most compelling aspects of Irenius’s leadership is her emphasis on building a culture of collaboration and shared ownership. She acknowledges the challenges of communicating change, but believes that a clear vision, coupled with a willingness to experiment and learn from the process, is essential for success.

Irenius’s perspective is a valuable reminder that digital transformation is not simply about adopting new technologies, but about fostering a culture of innovation, collaboration, and adaptability. Her commitment to patient leadership and willingness to embrace uncertainty are qualities that will be crucial for navigating the challenges and opportunities that lie ahead for Svenska Dagbladet and the broader news industry. The restructuring, while significant, appears thoughtfully designed to prioritize agility and a reader-centric approach, positioning the publication for continued relevance in a rapidly evolving media landscape.