Kit Launches

It’s on your phone, it’s social and it’s eminently shareable. What is it? It’s Kit, Sweden’s newest media company, providing high-quality content for a digital age.

“Kit is a media company for a time where content consumption is mobile and socially distributed,” said Peder Bonnier, former head of digital at Bonnier Tidskrifter and co-founder of Kit. “It means that we aim to publish relevant content to every individual reader in the channel that the reader finds him or herself, rather than creating a mix of content for a previously defined group of people that we hope will find their way to our site.”

Naturally, that means that Kit is meant to be part of your Facebook feed and your Twitter chatter. But you can sign up for a newsletter, and there is also a website, of course. 

Plans are for Kit to use an advertising model, although it has no advertising yet – Peder Bonnier says that advertising will come later once there is more content on offer.

“One of the biggest challenges is trying to keep a longer perspective on what we’re doing while still focusing on what we’re doing today and tomorrow,” says Peder Bonnier. “I really look forward to customers – to start getting feedback from advertisers about our products.”

Kit, which Peter Bonnier founded together with Fredrik Strömberg and Robert Brannström, all of whom left Bonnier Tidskrifter last year to start the new venture, is part of Bonnier Growth Media. Currently, Kit has some 15 employees and is hiring more.

You can find more at Kit.se, where you can follow on Facebook and Twitter, and sign up for a newsletter (in Swedish).