But then comes the challenge: Because what’s good enough for the generation that grew up going to the newsstands to buy VG today, simply isn’t good enough for today’s 20-year-old VG readers. People have become accustomed to user experiences executed in a flawless manner – where mobile phones in particular are used to their full potential. The requirements for what we deliver at VG – and how – are getting higher, and it’s immediately unacceptable to not be on par with competitors.

So what is it about VG that isn’t working? Because if you look at readership and revenue in 2021, it’s never been higher. It really just means that we still have time to change. And we believe in incremental change, because our user base varies widely in age and thus differs in what demands are made. So in 2021 we’ve done a lot of what we call groundwork, which puts us in a better position to make VG a little more relevant to you going forward.

An important step then is to build relationships with each individual, and the best way to do that is to increase the entry level. Then we know more about who you are. But if we want you to log in, we have to provide something in return that makes it eligible to leave your data.

We still have a lot of work to do here, but today we’re trying to bring you more relevant ads. If you’re logged in, you can also choose whether issues you’ve read are marked as read on the front page, the same as articles that have been updated since you last logged in, or if you want night mode instead of “regular” VG

We don’t believe in fully personalized VG. This is one of our most important value propositions – it we tells you what’s important in the world and what you should take with you today. But we believe in providing you with more relevant VGs. And that’s why we’re experimenting a lot with personalization especially for VG+ and our special content in 2021, where you don’t have to see the same content multiple times, among other things. You may experience more work with personalization for some content categories.

We have also started working on improving our articles. Again, the job begins with a lot of user insight. The first improvements are already available to users: