Aftonbladet is Schibsted’s flagship news site in Sweden, daily reach of 3.5 mi in a country of 10 mi. Aftonbladet.se is Sweden’s go-to site for breaking news, traditionally Stockholm focussed. The publisher has now launched 230 local sites around the country, underpinned by robot content on traffic, local sports, weather and real estate.
Aftonbladet's strategy with the local sites is to get closer to local Aftonbladet.se visitors, by offering local content relevant to them. The hypothesis is that as a result the publisher would also be able to capture more of the local advertising markets.
What the automated content looks like: