Conquer Norway’s media landscape
When you think of Norway, usually the first things that comes to mind are fjords and mountains. But is doing business up there as dramatic as their nature? We’ve assembled a small guide to help navigate the landscape, but this time their media and cultural behavior – to make sure you are equipped if succeeding in Norway is your goal.
Some good things to remember about Norwegians
- First off, let’s talk geography. With a population of 5,3 million, Norway is a small country spread over a large area. The nature divides the cities into multiple districts with their own unique cultures. However, you will most likely always be greeted with a friendly smile and a firm handshake, no matter where you are in Norway.
- Danish poet Aksel Sandemose put the Jante Law into words back in 1933, and since then it has become synonymous with the Norwegian culture. The law depicts humility and the notion that one shouldn’t think more highly of themselves compared to others. In general, Norwegian men and women view themselves as equals.
- Furthermore, Norwegians are informal and easy-going people; even formal settings are informal! Whether it’s a political meeting, or the King’s speech on New Year’s Eve; humor, compassion and benevolence are always at the core. When it comes to business, whether it be meetings, emails for first encounters, Norwegians always prefer a first-name basis. Don’t be too direct though, go for a friendly approach, and talk to people like you already know them a little. Trust might be established, and it’s actually one of the most important factors for a Norwegian to chose you as a business partner.
- Patriotism is huge in Norway. It’s hard not to be patriotic when your country lives and breathes mountains, fjords, lush nature and the Northern lights! So make sure you always agree with them that they have the best cross country skiers in the world. Norwegians love their local products, their constitution day May 17th, and are not shy of a quirky trend from time to time. How about a naked selfie to celebrate the last mountain top you conquered? #naking.
While Norway’s geographical landscape is immense, the same can’t be said for their media landscape. With a handful of national newspapers, the different districts provide their own local news. There are 230 outlets in total, resulting in Norway ranking in as the second largest country in the world on newspaper circulation per capita.
Three out of four Norwegians will read the news every day, and men usually go for a mobile device, while woman also do that, they also tend to use the radio or television. However, the statistics on television advertisements suggest a decline, while online newspaper advertisements are on the rise. As can be expected, the older Norwegian generation prefers a paper edition of their news and we can’t really blame them— you can’t go wrong with the fresh smell of breakfast, coffee and daily news. Social media is every-growing and it claims the spot for the most powerful platform to advertise with.
The top social platforms rank as follows:
Facebook ( 3,5 million)
Snapchat (2,6 million)
Instagram (2,2 million)
Youtube (1,8 million)
When it comes to the magazines, note that within fashion and interior design, the most notable magazines, such as Costume and Bo Bedre belong to the publishing house of Bonnier.
Bloggers and influencers are on the rise and have for the last ten years been a good option for advertisement, with many having reached a celebrity status, and not shy of international press.
Within home and interior sectors, the bloggers may not be as exposed in the media, but are well-known for their roots in Nordic aesthetics. Elisabeth, our Norwegian curator has handpicked her top six noteworthy profiles in the Norwegian design sphere:
And finally, if you are wondering whether the law about personal data policy (GDPR) is valid in Norway, the answer is yes. However, since the country is part of the EØS agreement, the law did not come into affect until August 2018. If you still have questions on GDPR? Why not check out our blog post on all things data policy here.
Elisabeth is the Norwegian Curator at VOCAST. She has a BA in Innovation & Entrepreneurship, which she put to the test by running her own fashion brand in Norway. When she’s not at VOCAST multitasking between content making, research and the Norwegian market, Elisabeth is a photographer and is currently exploring a newfound passion for making ceramics.
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