Success for the new business magazine Dolly

SUCCESS FOR THE NEW BUSINESS MAGAZINE DOLLY After only two issues, the new business magazine Dolly has attracted almost 15,000 subscribers over the Internet. Now the editors plan even stronger measures: The December issue will be distributed in a massive edition of 90,000 copies. "About 200 new subscribers sign up each day. The demand is incredible- especially in the younger, well-education generation- for business reporting from our point of view," says editor in chief Ulf Skarin. Dolly is a business magazine that focuses on people and ideas, rather than numbers. The target audience is mainly "early adopters," 25 to 40 years of age, and Dolly's ideal is the U.S. business magazine Fast Company. "We are creating a lifestyle magazine for a new generation of business people, a magazine that writes about business with a more personal approach." At the end of August, the web site www.dolly.se was launched. At the site, people were offered a free subscription to Dolly. To become a subscriber, a person had to enter certain information about himself or herself, such as age, income, business, and education. "Dolly has succeeded in capturing a younger audience with much more purchasing power," says Dolly's advertising manager Lars Grafström. Dolly's subscribers have the following characteristics. * The majority are between 25 and 40 years of age, mainly in the 30-35 age group. * 3 of 4 have a university degree or other post-secondary education. * 3 of 10 are women. * 4 of 10 earn more than SEK 300,000 a year. * The majority work at knowledge enterprises, in computers or IT, mass media, marketing or advertising, or consulting. Dolly is published by Sveriges Finansnyheter AB, a company in Modern Times Group MTG AB. For additional information, please contact: Ulf Skarin, editor in chief of Dolly, phone: +46-8-5062 4534, ulf@dolly.se, or Lars Grafström, advertising manager at Dolly, phone: +46-8-5062 4567, lars.grafstrom@fti.se, or Frederik Rudbäck, president of Sveriges Finansnyheter AB, phone: +46-8-5062 4503, frederik@fti.se Modern Times Group MTG AB is listed on the Stockholm Stock Exchange's O list (symbol: MTG) and on the Nasdaq National Market in New York (symbol: MTGNY). ------------------------------------------------------------ Please visit http://www.bit.se for further information The following files are available for download: http://www.bit.se/bitonline/1999/11/24/19991124BIT00340/bit0001.doc http://www.bit.se/bitonline/1999/11/24/19991124BIT00340/bit0002.pdf

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