Interestingly, the money behind Dagsbrun is Baugur – the Icelandic company that has scooped up a considerable portion of big UK high street brands. In the UK, Dagsbrun owns Wyndham Press (all of it if my memory is correct).

When they launched Nyhedsavisen Dagsbrun/Baugur told me, and others, that this was only their first attempt to export the concept they’ve been so successful with on Iceland (Frettabladid) to other countries. They said they were planning many more launches in Europe, but Nyhedsavisen got off to a late and difficult start, and other European markets, like Sweden – one of the most attractive in the eyes of Dagsbrun/Baugur – got saturated with new freesheet last year, and hence less attractive. Nyhedsavisen, or rather the freesheet war it provoked, has turned the Danish newspaper market upside down though, true to Baugur/Dagsbrun’s ambitions.