Bonnier is a privately owned company headquartered in the US, founded in 2007, and employs approximately 440 individuals. Functioning as a tier 1 media tech buyer, the company operates as an outdoor adventure content provider, producing publications focused on fishing, boating, sailing, motorsports, hunting, and travel niches.
Bonnier recently offloaded approximately 12.3 million shares in Eastnine at SEK 45 per unit on February 19, 2026. This followed Bonnier being identified on January 1, 2026, as the primary beneficiary in Sweden's media support system, a program introduced in 1971 to strengthen competition and diversity within the daily press, which critics have labeled a "Reversed Robin Hood policy." Previously, on December 17, 2025, Bonnier acquired all shares in Ge-Te Media from Byggmästare Anders J Ahlström Holding AB for an initial payment of SEK 18 million, alongside an outstanding Shareholder Loan. Earlier in December, on the 10th, Bonnier appointed AnnaKarin Lith to oversee the outsourcing of editing for 21 magazines to Vietnam, a move expected to result in job losses for about 15 editorial positions at Expressen. This transformation followed a December 9, 2025 report revealing a significant income gap within Bonnier's leadership, where the ten highest-paid men in Bonnier's management team collectively earned over 35.6 million kronor more than the ten highest-paid women, a disparity the company stated it had "never talked about."
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