{"id":1603,"date":"2022-06-18T09:03:13","date_gmt":"2022-06-18T09:03:13","guid":{"rendered":"https:\/\/renodo.org\/en\/?p=1603"},"modified":"2022-06-18T09:03:13","modified_gmt":"2022-06-18T09:03:13","slug":"erik-wikberg-how-subscription-models-have-irrevocably-changed-the-publishing-landscape-in-sweden","status":"publish","type":"post","link":"https:\/\/renodo.org\/en\/2022\/06\/18\/erik-wikberg-how-subscription-models-have-irrevocably-changed-the-publishing-landscape-in-sweden\/","title":{"rendered":"ERIK WIKBERG: HOW SUBSCRIPTION MODELS HAVE IRREVOCABLY CHANGED THE PUBLISHING LANDSCAPE IN SWEDEN"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-ad5f1a77cffc12a770048c9d1b39013e\">\n#top .av-special-heading.av-av_heading-ad5f1a77cffc12a770048c9d1b39013e{\npadding-bottom:18px;\nfont-size:40px;\n}\nbody .av-special-heading.av-av_heading-ad5f1a77cffc12a770048c9d1b39013e .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n#top #wrap_all .av-special-heading.av-av_heading-ad5f1a77cffc12a770048c9d1b39013e .av-special-heading-tag{\nfont-size:40px;\n}\n.av-special-heading.av-av_heading-ad5f1a77cffc12a770048c9d1b39013e .av-subheading{\nfont-size:15px;\n}\n\n@media only screen and (min-width: 480px) and (max-width: 767px){ \n#top #wrap_all .av-special-heading.av-av_heading-ad5f1a77cffc12a770048c9d1b39013e .av-special-heading-tag{\nfont-size:0.8em;\n}\n}\n\n@media only screen and (max-width: 479px){ \n#top #wrap_all .av-special-heading.av-av_heading-ad5f1a77cffc12a770048c9d1b39013e .av-special-heading-tag{\nfont-size:0.8em;\n}\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-ad5f1a77cffc12a770048c9d1b39013e av-special-heading-h1 blockquote modern-quote modern-centered  avia-builder-el-0  el_before_av_video  avia-builder-el-first  av-inherit-size'><h1 class='av-special-heading-tag '  itemprop=\"headline\"  >ERIK WIKBERG: HOW SUBSCRIPTION MODELS HAVE IRREVOCABLY CHANGED THE PUBLISHING LANDSCAPE IN SWEDEN<\/h1><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div>\n<div  class='avia-video av-av_video-1c4de91e543cdc9c654def59a80e01f9 avia-video-16-9 av-no-preview-image avia-video-load-always av-lazyload-immediate av-lazyload-video-embed'  itemprop=\"video\" itemtype=\"https:\/\/schema.org\/VideoObject\"  data-original_url='https:\/\/youtu.be\/bHjn6munS-E'><script type='text\/html' class='av-video-tmpl'><div class='avia-iframe-wrap'><iframe loading=\"lazy\" title=\"Erik Wikberg\" width=\"1500\" height=\"844\" src=\"https:\/\/www.youtube.com\/embed\/bHjn6munS-E?feature=oembed&autoplay=0&loop=0&controls=1&mute=0\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div><\/script><div class='av-click-to-play-overlay'><div class=\"avia_playpause_icon\"><\/div><\/div><\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av-layout-grid-1'  class='av-layout-grid-container av-av_layout_row-edf07c93594a85695fda65c20c2393d8 entry-content-wrapper main_color av-flex-cells  avia-builder-el-2  el_after_av_video  el_before_av_social_share  grid-row-not-first  container_wrap fullsize'  >\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_cell_one_fifth-f57c70f9f5a63fd800eb5b955b847c2a\">\n.flex_cell.av-av_cell_one_fifth-f57c70f9f5a63fd800eb5b955b847c2a{\nvertical-align:top;\n}\n.responsive #top #wrap_all .flex_cell.av-av_cell_one_fifth-f57c70f9f5a63fd800eb5b955b847c2a{\npadding:30px 30px 30px 30px !important;\n}\n<\/style>\n<div class='flex_cell av-av_cell_one_fifth-f57c70f9f5a63fd800eb5b955b847c2a av-gridrow-cell av_one_fifth no_margin  avia-builder-el-3  el_before_av_cell_three_fifth  avia-builder-el-first  content-align-top'  ><div class='flex_cell_inner'><\/div><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_cell_three_fifth-f57c70f9f5a63fd800eb5b955b847c2a\">\n.flex_cell.av-av_cell_three_fifth-f57c70f9f5a63fd800eb5b955b847c2a{\nvertical-align:top;\n}\n.responsive #top #wrap_all .flex_cell.av-av_cell_three_fifth-f57c70f9f5a63fd800eb5b955b847c2a{\npadding:30px 30px 30px 30px !important;\n}\n<\/style>\n<div class='flex_cell av-av_cell_three_fifth-f57c70f9f5a63fd800eb5b955b847c2a av-gridrow-cell av_three_fifth no_margin  avia-builder-el-4  el_after_av_cell_one_fifth  el_before_av_cell_one_fifth  content-align-top'  ><div class='flex_cell_inner'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_textblock-feab96d2ca212fe2c5845c2515871f31\">\n#top .av_textblock_section.av-av_textblock-feab96d2ca212fe2c5845c2515871f31 .avia_textblock{\nfont-size:20px;\n}\n<\/style>\n<section  class='av_textblock_section av-av_textblock-feab96d2ca212fe2c5845c2515871f31 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"font-weight: 400;\">Erik Wikberg, CEO of House of Innovation SSE, presented \u00a0during Readmagine22 the publishing landscape in Sweden in relation to digital subscription models, in particular audiobooks, which are succeding undoubtedly in recent years.<\/p>\n<p style=\"font-weight: 400;\">In this video Wikberg begins by remarking that an increase in sales of physical books does not necessarily reflect a greater reading interest. \u00abSometimes you have huge increases, for instance, in children\u2019s books but you don\u2019t have more children reading, you have some kids having bigger bookshelves.\u00bb<\/p>\n<p style=\"font-weight: 400;\">To give context, he introduces us to the first Swedish audiobook, \u2018Music in darkness\u2019, published in 1952, a compendium of poems. He adds that the Government promotes the creation of audiobooks under the premise of accessibility for those who have visual impairments.<\/p>\n<p style=\"font-weight: 400;\">By the end of the 1990s, audiobooks were sold in CD-ROM format and in 2005 the first digital subscription models appeared. However, it would take several years for this phenomenon to really begin. That is what we are experiencing now. Until then, this market was rather precarious.<\/p>\n<p style=\"font-weight: 400;\">It is a very different market, not only because of the product, but both the business model and consumer habits present new dynamics.<\/p>\n<p style=\"font-weight: 400;\">The Swedish market has been largely digitized since 2015, and Storytel is the dominant platform. Wikberg lists its main competitors, including Audible and others of Swedish origin such as BookBeat.<\/p>\n<p style=\"font-weight: 400;\">Among all the data he gives, he emphasizes the one that reveals that in 2021, audiobooks obtained 44 million recorded reproductions while the sale of physical copies did not reach 30 million.<\/p>\n<p style=\"font-weight: 400;\">Regarding the impact of Covid-19 on the Swedish market, Wikberg concludes that 2020 was a good year for the sector, although it was the worst year for physical bookstores.<\/p>\n<p style=\"font-weight: 400;\">In the video we can see a chart with the figures for several years. Those of the last three stand out.<\/p>\n<p style=\"font-weight: 400;\">Physical bookstores: 1,217,453 in 2019, 984,830 in 2020 and 1,026,821 in 2021.<\/p>\n<p style=\"font-weight: 400;\">Internet sales: 2,052,639 in 2019, 2,442,933 in 2020 and 2,512,869 in 2021.<\/p>\n<p style=\"font-weight: 400;\">Subscriptions on digital platforms: 918,475 in 2019, 1,149,483 in 2020 and 1,335,743 in 2021.<\/p>\n<p style=\"font-weight: 400;\">Wikberg then compares the situation of the digital publishing market in Sweden with that of a possible paradise, but he questions for whom, addressing different aspects. It turns out that the subscription model proposes a different way of invoicing, since it is not done from the number of copies, but from \u00bbunits of time\u00bb.<\/p>\n<p style=\"font-weight: 400;\">Issues relating to illustrators and graphic designers, who must adapt their work to digital formats, are discussed, as well as the role of the narrator, who has become a key figure in the publishing circuit.<\/p>\n<p style=\"font-weight: 400;\">Wikberg suggests that these formats can be a paradise for the consumer, since it is the cheapest format there is and also the most accessible, not only for a theoretical matter in which it is not necessary to know or be able to read, but because it is not necessary to have free time, since listening to audiobooks can be combined with other activities.<\/p>\n<p style=\"font-weight: 400;\">However, the popularization of these models is already raising debates in Sweden about whether, for example, its production benefits literature in terms of quality 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