Swedish readership 2005-2008 [update]
In response to an earlier post on Swedish readership, Metro reacted by stating that the total readership in Sweden has gone up, notwithstanding the fact that in some areas readership has gone down. [In an earlier version, I mistakenly wrote about circulation instead of readership.]
They are right. Metro indeed is the best-read paper in Sweden with in total 1,589,000 readers. After a decline in the beginning of 2007, total readership again has gone up (click on graph for bigger picture).
The growth of the national Metro Riks edition is responsible for the bulk of the increase. Stockholm lost readers in 2007 but is picking up again in 2008. The Göteborg edition is losing readers over the last three years while the Malmö edition seems to be picking up as well after a drop in readership in the first half of 2007.
City lost readers compared to the same period in 2007 but again gained some readers compared to the last months of that year.
The first months of 2008 Punkt.SE was still published although it was not reported in the Orvesto research (SIFO Media). In the next period data might be different because of the absence of Punkt.
Paid papers Aftenbladet, Expressen and Sydsvenskan lose readers while other titles show a more stable readership.