Dagens Media reported last week that Svenska Dagbladet is launching an online dating service together with Match.com, to help “Swedish singles to find other singles”.
New members who wish to find a soulmate will have to pay a fee of 249 crowns a month, which is about $37.00. Expensive? Not for a Swede. I worked in Stockholm when they raised the price of the postage stamps in order to raise money to pay us to build a government-run website along the lines of AOL. Swedes scoff at Americans when it comes to comparing the costs of common goods and services.
Mattias Fyrenius, Head of New Media at SVD, believes the “urban audience” that SVD currently targets will appreciate this new service. He thinks this move will pay off and points out that launch and marketing will be dealt with by those running SVD’s print version. “Naturally we want to be the obvious choice of online reading for our audience”, said Fyrenius.
