Fifteen years ago from now (fall 2003) Aftonbladet (Schibsted Group) launched its digital paid content offer. "Plus" was at the time a very unique initiative in the industry, as only the business papers at that time were asking for money for their digital content. The news brand now has 250,000 digital subscribers, either to a basic Plus offer or to a more Premium one.
One of the key reasons for the constant growth of digital subscribers is that Plus is not only driven by the business division. It has a Chief Editor, Ted Kudinoff, with a journalist background, working with the newsroom, the business team and the readers to constantly finetune the Plus offer.
Before he joined Aftonbladet some 14 years ago, Kudinoff worked for the daily local newspaper, Ålandstidningen. He is from Åland, a small island between Sweden and Finland.