Mattias Pehrsson is head of editorial development of Sydsvenskan and Helsingborgs Dagblad, Bonnier News regional and local paper outlets in Southern Sweden. He is responsible for the editorial development and strategy. Mattias has worked within the digital field since the late 90's and started off as a sports writer at Reuters before leaving for online at regional and local papers. He has launched more sites than he can remember and has tried the subscription model twice, at least. The last effort seems to be the most successful by far.