[ ] Swedish Press N Y A S V E N S K A P R E S S E N E S T . 1 9 2 9 MEDIA KIT 2014 Home-ing in on Sweden since 1929 • Promoting the best of Sweden • News on all things Swedish [ ] Swedish Press N Y A S V E N S K A P R E S S E N E S T . 1 9 2 9 Home-ing in on Sweden since 1929 ABOUT OUR READERS Media Kit 2014 As North America’s exclusive source for all things Swedish since 1929, Swedish Press is your gateway to Sweden. Available in both digital and print editions, Swedish Press is published 10 times a year from its headquarters in Vancouver, B.C. INTERESTING SWEDISH PRESS FACTS Swedish Press brings you Swedish trends and traditions, current affairs, sports, music, business and technology news and exclusive interviews with everyone from the King to Annika Sörenstam. Available in both digital and print editions, Swedish Press is published 10 times a year from its headquarters in Vancouver, B.C. Swedish Press has loyal subscribers in every US state and Canadian province and a worldwide digital following. Each issue includes exclusive original content. Regular advertisers include IKEA, Volvo, SKF, Tetra Pak and Icelandair. There are almost as many Swedish Americans (9 million) in North America as there are Swedes back home in Sweden. 80% of Swedish Press content is in English and 20% in Swedish. 47% of SP readers are comfortable reading Swedish, 21% are learning. EDITORIAL CALENDAR 2014 At Swedish Press, our editorial content focuses on promoting the best aspects of Sweden. December/January – Traditions and celebrations February – Winter sports: the Winter Olympics and how to make the most of the snow, Swedish-style March – Education: further education and Swedish language learning April – Travel and genealogy: the best tourist destinations in Sweden, and tracing your roots along the way May – Marine and transportation: Sweden’s sailing and shipping scenes and other modes of transport June – Music, arts and festivals: summer festivals and the best of Swedish culture July/August – Food and coastal living: the good things in life – food, leisure, travel and wellness September – Outdoor living: getting fit, active and making the most of the great outdoors October – Design and fashion: Stockholm Fashion Week and highlighting the very best of Swedish design November – Eco-living and technology: Sweden’s ‘green scene’, innovations in eco-living and new technologies Advertisers in Swedish Press will reach a highly-educated upper-income audience numbering close to 15,000. 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Lifestyle FASHION Tiger of Sweden – From Pioneering Tailor to Trendy Fit N By Martina Söderlund ominated for the prestigious 2013 ELLE Designer of the Year award, Tiger of Sweden has an oscillating history that goes back more than 100 years. The company was founded in Uddevalla on the west coast of Sweden in 1903, when two entrepreneurs founded what was then called Schwartzman & Nordström. Their pioneering idea was to make ready-made suits with “A Different Cut”. Instead of having the customer come to the shop as would a traditional tailor, they began to go to the customers themselves making suits with modern designs in top quality materials. This was exactly what the market needed at the time and the company grew quickly. The name Tiger of Sweden originates from one of their early suit models that was called simply “tiger”. It became so popular and the brand name Tiger was born, although the official company name remained Schwartzman & Nordström for still some time. Throughout the century the company has risen and fallen and risen again. During the second World War, they designed well-fitted army clothing, proving to be good business. Their factory was one of the most modern in Europe at the time. During the 50s and 60s the Swedish textile industry faced a large crisis and the company was sold to the Swedish government. It was not until 1983 that the company became privately owned again, and in the early 1990s Tiger of Sweden went through a re-establishment taking “A Different Cut” in a new direction. The new idea was to “take the suit out of the bank and into the street” targeting the younger more trendy city-crowd. The 24/7 suit was created with the concept that all jackets should be able to be worn without a tie and with jeans, for any occasion, day or night. The first women’s collection was developed in 1997 based on a philosophy of classic fabrics and modern slim fits, and last year they launched their own line of accessories. Today Tiger of Sweden has three main brands: Men, Women and Jeans collection and the brand is sold and marketed in 20 countries with more than 1,200 resellers across three continents. In the upcoming 2013 spring/summer collection, Tiger of Sweden presents “a playful tribute to the flamboyant and never-ending party where everyone is invited to play and create.” The collection includes a neutral color palette with some pale green, oranges and pinks in contrast to the slim, tailored cut. Freshness, fit, trend are the three words that summarize Tiger according to the ELLE jury. The winners of the prestigious ELLE-award were announced in January 2013. Swedish designer BACK ended up receiving the price. 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Send your ad to info@SwedishPress.com. Photo: Hassse Nielsen [ ] January / February 2013 28 Lifestyle Top Sju COMMISSION 15% commission based on Gross Rates paid to recognized agencies. DEADLINES Generally the 10th of the preceding month, but check your individual deadline. Visit www.SwedishPress.com for more information. 2 Melodifestivalen 1 Göteborg International Film Festival The Göteborg International Film Festival takes place January 25th – February 4th. Their mantra states that they are Scandinavia’s leading film festival and one of the largest in the world. Now in its thirtysixth year, the festival will continue to grow, utilizing more viewing locations in the inner city and can now offer an audience of 45, 000 seats to watch international films. Perhaps most intriguing is the way by which the festival highlights Scandinavian films and filmmakers. Next year, the film festival plans on focusing more heavily on the film making industry and the producers are planning to build an industry lounge where people can meet and network. Svenskar är som galna i Melodifestivalen. För 53:e året i rad går Melodifestivalen av stapeln med början i Februari. Under sex veckor kommer sedan fyra deltävlingar, en andra chans och en final att följa runtom i landet för att välja Sveriges representation i Eurovision Song Contest Finalen som i år hålls i självaste Malmö! Loreen sopade mattan med låten “Euophoria” både på hemma plan och internationellt i förra årets 2012 Eurovision Contest. Kan Sverige vinna två år i rad? 3 “Swedish” Muppet Chef is Actually Norwegian Many of us have the Swedish chef in the “The Muppets” to thank for our understanding of the Scandinavian linguistic structure. That is, “hurdy gurdy gurdy” and “bork bork bork” seem to be directly correlated to our understanding of the Swedish language. However, Linguistics Professor Tomas Riad from Stockholm University says that the intonation of the “Swedish” chef’s speech is actually more Norwegian than Swedish. Norwegian has two tonal peaks in its linguistic structure making the expression more song-like – something that the Muppet chef is certainly known for. 4 Swedes and Donkeys: A Language Peculiarity The northern Swedes have a peculiar way of pronouncing the word “yes”. Using a single 7 breath, the Swedes tend to breathe inwards creating a sort of “vacuum effect”. A regional linguistic trend, this habit has not only been known to shock foreigners but is now connected to a verbal trend present in donkeys, cheetahs and even in other languages. Robert Eklund, Professor of Phonetics at Linkoping University told “The Local” that northern Swedes pronounce their yesses with the vacuum effect once in every ten instances. But, this habit, known as ingressive speech, is used in other cultures and even other species. Young Greek men use ingressive speech while flirting with girls in order to disguise it from their fathers. Some regions in Canada are also know for their use of the ingressive dialect. So, while the vacuum effect might not be unique to Sweden, the Swedish utilization of it must be strategic to one end or another. Two Swedish Restaurants Make Global Top Ten 5 Popular Music From Vittula by Mikael Niemi Space – Sweden’s new frontier caramelized cabbage and accented with truffle and bone marrow. Fäviken Magasinet is the second restaurant to make the Zagat list and is located in Jämtland County. Sourced locally, the food at Fäviken is farmed on-site and put together Two Swedish restuarIllustration: Swedavia ants have made the Zagat reviewer’s top-ten list of the world’s best eateries. cal bildungsroman with Ekstedt in Stockholm has fantastical substance. birch chairs and concrete This novel was Niemi’s I N T E R V J U M E D C H A R LO T T E W I K I N G inaugural global hit and has been translated into Swedish Press hade nyligen möjlighet att tala many languages. med Charlotte Wiking – CEO för Swedish Music What makes Kiruna a natural location for a space centre? Kiruna is already one of the world’s premier space cities – we’ve had the Swedish Institute of Space Physics conducting research here since 1957 Karin Nilsdotter. Photo: Spaceport Sweden and Esrange Space Center rocket range and research facility has been here since 1966. Its location in one of the least populated areas of Europe, high up above the Arctic Circle, means we can fly safely over unpopulated areas, within our national borHur kom det sig att ders and through restricted SMHoF kom airspace, till? and we have aDet great infrastructure hela började med ABBA andWorld tourism including the som – enindustry, utställning om ABBA Icehade Hotel, already in place. varit på turné runt om i världen. Swedish Press recently met Karin Nilsdotter, Spaceport C E O – Swedish Music Hall of Fame Sweden’s dynamic CEO, to talk G-forces, space tourism and Hall of Fame och ställde ett antal frågor. Här är en När utställningen kom till Sverige life on Mars sammanfattning av intervjun. Andsåwhy thinkatt Sweden has blevdo detyou tydligt det behövdes Published in 2000, Mikael Niemi does an exceedingly apt job of positioning the coming of age story in the Swedish become such big player in the field en plats forapopulär musik i Sverige arctic circle. Set in very of space Below Ground Heating och enexploration? plats för en permanent ABBA rural Pajala in the 1960s, Spaceport Sweden was inaugurated at Arlanda Airport utställning. Having as one of the world’s biggest export nations for music, Sweden is in the this novel follows itsbeen recognized by theTack Government, who recognisedKulvare Postkodslotteriets of reinvigorating how music Airis curated within its own borders. As sweden.se testifies, protagonist – aprocess young and Stockholm’s Arlanda Spaceport Sweden is a pioneering initiative to early the opportunities provided turon stiftelse, som kom med den initiala genre you’llheatfind Swedish artists who have become successful internanaïve Matti – as he“no dis-matter what port isthe functionally by finansieringen space, not just in itself but establish commercial human spaceflight in påspace 25 miljoner kroner tionally.”edTofrom name a few, Peter Björn and John, below ground. here earth. Mojave Air and Spaceså on kunde hela projektet komma igång. Robyn, Lykke the Li, Hammerfall, In Flames, and Beneath airport, Kiruna, Lapland and become Europe’s gateway port inGrundidén, the US, for att example, has popvisa svensk of course ABBA have all hit the internajust outside the Swedto space. Kiruna, Sweden’s principal mining already attracted new companies ulär musik hade50börjat ta fysisk form. tional stage is with colours. Additionish capital, theflying world’s andAbborna 3000 new and involverade we see the och town, has more than 60 years of history as a varjobs mycket ally, Swedish musicians like Denniz largest energy storage same synergies in Kiruna. Photo © Charlie Bennet/SMHoF måna om att happening ett ABBA museum skulle Max Martin “have written centre for space and scientific research and unit.Pop Theand underground It also helpsavthat Sweden is anFör dem inramas populär musik. watertop-of-the-chart reserve is almosthits for Britney since 2005, Spaceport Sweden has been working country we have a del av Vad är din backgrund? innovative var det viktigt attand ABBA blev en Spears and theand Backstreet Boys.” two kilometers long combination of inte creativity and on developing commercial manned space flight. Jag har jobbat med mässor great Svensk musik och ett självstående Embodying cools and heats half athese mil- efforts toward skills. och utställningar i många år. organisational ABBA museum. De fyra mycket national the Swed- Photo: Åke E:son Lindman©Abbathemuseum lion square metersrecognition, (over Jag har även jobbat med utbildningar levande Abborna ville inte skapa ett Musicfeet) Hall of Fame is a self-proclaimed “musical melting pot for five millionish square och events, och mitt senaste jobb var museum om sig själva. popular music.” of terminalSwedish space. Cold som VD för ‘Fotografiska’. FotografIf weofconsider what has to world terms of and Above: TheSweden Dining Room at offer the Above: Chefin Niklas Edkstedt water is pumped out Edkstedt signature grill dish iska är ett museum som skapats på Vad ar unikt med then the Swedish covers “roskn roll musis” the aquifer in the summer Fäviken Magasinet and its music, signature Scallop Juniper dish.Octoberprepared an open flame. ]Fame privat initiativ och invigdes i maj 2010. SMHoF? Music 2013 Hall[12 ofon has amongst his experiences to be used in the airport’s ©Fäviken Magasinet © NiklasEdkstedt Vi har inte tagit mycket been a long time coming. with strangers – including district cooling network. Hur kom du i kontakt idéer från andra utan snarare fokuseris with that the mua visiting African priest, Warmed-up water then floors and head chef Nik-The vision simply, a Swedish med Musik Muséet? at på att skapa ett dynamisk museum is active dynamic cousins from Missouri, flows back and is pumped las Edkstedt is adamant seumedge, for and a menu that Någon gång i slutet av 2011 som bygger på det starka samspel som and that it “allows an old Nazi, a beautiful underground and stored about cooking everything changes everyboth day.the Both fick jag en förfrågan om jag var finns hos popmusiker i Sverige. Vi ser population and in-the girl with a black Volvo, until winter, when it is on a traditional Scan- Swedish restaurants welcome intresserad av att vara med och jobba att detta samspelet legat till grund för visitors to share and a music teacher with needed to melt the snow publicity and hope that dinavian open flame. A ternational med detta. Jag tyckte det passade perdet Svenska musik undret. Museet a thumb in the middle of in aircraft parking stands typical meal at Edkstedtthe constantly it will giveevolving Scandinavian Photo: Åke E:son Lindman©Abbathemuseum fekt eftersom jag hade nyligen fullföljt har som bas nio stycken decennium cultural heritage ouredge in his hand – who collabora- and pre-warm the ventila- includes reindeer braised cuisine morethat of an Fotografiska och hade beslutat mig för utställningar som är i ständig utveckmusical tradition provides.” in Stockholm, theculinary Hall of politics. Fame tively infuse this mystition air in buildings. over coals Located served with global att bli konsult. Uppdragen med Swedling och är mycket interaktiva. Digital opened its doors on May 7th, 2013. ish Music Hall of Fame (SMHoF) teknik spelar stor roll och hjälper till Two foundations have supported the construction and/ operation January February 2013 [27 ] startade i januari 2012 och har tagit all att skapa ett flexibelt och dynamisk of the museum: The non-profit organization Musikskattens Hus (Treamin tid sen dess. museum. Besökare kan själva pröva sure of Music House) Foundapå sina talanger i en studio och även tion and Svenska Postkodlotteriet Har du någan musik digitalt vara med på scen. Vi vill också rendered the project at its Stockholm bakgrund själv? tillgängliggöra skapande processen för location a realistic achievement. Jag har varit med i Cormusik och lyfta from upphovsmän. De There are programmes for school nelis Vreeswijk sällskapet och satt i som skapar mycket musik men som aged children groups in addition to special styrelsen där. Vi startade en liten scen inte brukar synas. exhibitions that visit the Hall of Fame. The i Gamla Stan till minne av Cornelis. ABBA Museum, for instance, is a permanent Men jag har inte spelat musik själv Vad har varit roligast fixture on the Hall of Fame’s premises. With the Photo: Bengt H Malmqvist©Premium Rockshot – inte sen 6:e klass, men jag älskar med projektet? extensive use of multimedia and props, the Swedish musik förstås. Min styrka är att skapa Att kunna vara med och Hall of Fame’s interactive exhibition offer more than just your average museum can while also ‘Mötesplatsen’ det finns många andra skapa en lustfylld plats som bidrar till curating a sense of Swedish national pride for it musicians and music. For more information on the som kan musik. att tillgängligöra det rika musikliv som museum, please visit: www.smhof.se. 6 [ [ Spaceport Sweden [ ] January / February 2013 26 [ ] June 2013 12 So when will manned suborbital flights start launching from Spaceport Sweden? Virgin Galactic, one of the new space operators, recently completed another successful powered flight from its base in Mojave, and is ramping up their testflight program aiming to fly their first paying customers in 2015. Our aim, assuming we have all regulatory and licencing in place, is to be launching from Spaceport Sweden within five years. But the short answer is, when we’re ready. Won’t it be prohibitively expensive? Tickets cost from US$100,000 today, depending on the operator. So most of the ticket holders are very affluent, vi har i Sverige. Att skapa den platformen och den fysiska platsen är mycket stimulerande. Northern Light Flights. Photo: Spaceport Sweden education and research. Our Spaceflight Preparation Programmes are already in place, and, through our partners in France and Linköping, visitors and future astronauts can experience Parabolic Flight – in which you float in a zero gravity environment at 29,000ft – and training in one of the world’s most advanced centrifuges, in which you experience the effects of +Gz and +Gx forces. Anything slightly more down to earth and closer to home? Yes, we also run Northern Lights Flights from Kiruna Airport – eve- however those who have Vad har there varit are mest taken a loan to fulfill their lifetime utmanande? dream.är en bred bransch Detta It’s also worth remembering that – så att få helhets grepp har varit svårt, air travel was prohibitively det är en brokig bransch med många expensive first. in This space tourism aktörer. Viat täcker alltidea frånof20-talet only for thrill-seeking billionmed Ernstbeing Rolf till Swedish House aires not really Maffia så det är is mycket somaccurate skall få either – of theca1,500 tickets already sold, 20% plats – totalt 450 olika grupper. been bought research instiDen andrahave utmaningen är attby kunna tutes and universities and we expect samla in nog med finansiella resurser to see anmuseet increase in these–markets. för att kunna driva framöver vi söker finansiärer och donatorer. So what’s happening in the meantime? målgrupp vänder Vilken Right nowtill? we are focusing on getting SMHoF the framework place, regulatory Målgruppen är in bred ålders and licencing and on training, mässigt och våran fokus issues, är på familjer gärna over generationsgränserna. Vi vill gärna se att de yngre förstår att deras musik kommer från tidigare musiker och föregångare, som på sin tid var ledande. Den moderna musiken bygger på musik som kom tidigare, det är en ständigt pågående process. När skall man komma och hur länge bör man stanna? Ett besök tar ca 2 timmar – och vi räknar med att det kommer att ta flera besök för att ta in allt som finns och allt som kommer att finnas framöver. Besökare är välkomna året om. Kommer museet att svara på frågan om vad det Svenska musik undret är? Inte direkt, men efter ett antal besök, kan var och en skapa sig en egen bild av vad musik undret är och hur det har skapats över tiden. Charlotte hälsar alla Swedish Press läsare från Nord Amerika välkomna och önskar er ett lustfyllt besök. [ ] June 2013 13 Sir Richard Branson and Karin Nilsdotter ning flights in small 12 seater aircraft which take you up above the clouds to experience the Aurora Borealis up close. It’s an incredible experience as you feel like you’re right in among the lights. Why do you feel it’s important for humans to explore space? I think as human beings we always need to set ourselves brave, audacious targets. Fifty years ago, no one believed we could go to the moon and it’s incredible to think how far we’ve progressed in the past 100 years. Space travel and research has already led to exciting new developments in terms of revolutionary new materials and products and space technology in used is so many areas – from weather forecasting and atmospheric research to Gore-Tex, GPS and reindeer herding. How do you see things progressing fifty years from now? By 2063, tens of thousands of us will have been to space. The cost of space travel has come down considerably. We’ve been back to the moon and we’re on our way to landing a human on Mars. We’ve also made huge leaps in technological developments. It’s a very exciting time to be alive! [ ] October 2013 13 [ ] Swedish Press N Y A S V E N S K A P R E S S E N E S T . 1 9 2 9 A few of our supporters over the years.