LRF Media

What LRF Media does

LRF Media is a Stockholm-based Swedish media company, wholly owned by Lantbrukarnas Ekonomi AB within the LRF group, serving the Swedish agriculture, forestry, and rural-lifestyle sectors. Its brand portfolio includes ATL (Sweden's leading business newspaper for agriculture and forestry, in continuous publication since 1884), Land Lantbruk (the country's largest agricultural and forestry newspaper, reaching roughly 180,000 readers weekly), Land (a lifestyle magazine reaching more than 400,000 readers weekly), and the long-running Lantmannen title. The combined Land family delivers nearly one million weekly readers across print and digital channels.

The company operates a multi-format platform spanning print publications, owned digital properties, podcasts, events, and a growing suite of B2B services. Adjacent businesses include AGFO (a food-system and agtech business network), Brath (an SEO and SEM digital marketing agency), Strå Media (an in-house content agency launched in 2024), Terra (a communications agency launched in February 2026), and the Ehandel.se e-commerce industry property. Recent product investment has emphasized digital distribution, including a dedicated ATL mobile app launched in November 2025 and a consolidated Land.se platform launched in May 2026.

The business model combines subscription revenue from individual readers, advertising across print and digital surfaces, event revenue, and B2B services revenue from the agency and network units. The 2025 financial result shows an operating profit of SEK 37.1 million and a net result after financial items of SEK 26.0 million, a sharp recovery from a prior-year loss that the company attributes to restructuring, including the Ehandel.se unit's return to profitability. The company employs between 101 and 250 people and is privately held, with no public funding or M&A transactions disclosed in the available inputs.

Name

LRF Media

Legal name

LRF Media Aktiebolag

Website

https://lrfmedia.se

Company type

Private

Founded year

1884

Operating status

Operating

Headcount range

101–250 employees

Short description

LRF Media is a Stockholm-based Swedish media group publishing agriculture, forestry, and rural-lifestyle titles (ATL, Land, Lantmannen) and operating B2B services including agencies and an agtech business network, serving Swedish farmers, forest owners, and rural consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Subscription Revenue: LRF Media generates recurring subscription revenue from physical and digital subscriptions across its media brands (ATL, Land, Land Lantbruk, Lantmannen). Physical subscriptions include a bundled digital subscription. The company offers tillsvidareprenumerationer (open-ended subscriptions), gåvoprenumerationer (gift subscriptions), and time-limited subscriptions with renewal via monthly, quarterly, semi-annual, or annual billing cycles. Payment is taken in advance, with options including invoice, direct debit/autogiro, and Klarna.
2. Advertising Revenue: LRF Media generates advertising revenue across print and digital channels. The advertising portal (annons.lrfmedia.se) facilitates ad placement across all media brands. The company uses Facebook pixel for targeted advertising and third-party suppliers for ad serving (Fusion for ads, Facebook for article sharing, ConnectID for login).
3. Event Revenue: LRF Media organizes and hosts events including AGFO Transformation, AGFO Talk, Stora Ehandelsdagen, Ehandelsgolfen, Lands Öppen Trädgård, and presence at trade fairs. Events generate both direct revenue and advertising/sponsorship opportunities.
4. B2B Services and Consulting: Terra (communications agency), Brath (SEO/SEM digital marketing agency), and AGFO (business network) generate service revenue through consulting, digital marketing, and membership/network services. Ehandel.se generates revenue through membership (EhandelSE) providing exclusive insights and benefits for e-commerce operators.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

LRF Media is a Swedish media house publishing newspapers and magazines for the green industry (agriculture, forestry, rural entrepreneurship) under leading brands ATL, Land Lantbruk with Land Skogsbruk, Land, and Lantmannen, distributed via print, digital subscriptions, mobile app, podcasts, social media, and events. Complementing the publications are wholly-owned B2B service subsidiaries: Terra (strategic communications agency), Brath (SEO/SEM digital marketing agency), AGFO (food system/agtech business network), Ehandel.se (e-commerce industry platform with EhandelSE membership), and Strå Media (content agency). Revenue comes from consumer and business subscriptions, advertising across print and digital channels, event hosting and sponsorship, and professional service fees.

Product overview

LRF Media is a media company serving the green industry (agriculture, forestry, and rural business) with a portfolio of leading media brands and services. The core offering includes four newspaper/magazine titles (ATL, Land Lantbruk with Land Skogsbruk, Land, and Lantmannen) providing journalism, news and analysis for different segments of the green industry and rural Sweden. Complementing the media brands are professional services: Terra (strategic communications), Brath (digital marketing/SEO-SEM), AGFO (food system business network), Ehandel.se (e-commerce industry site), and Strå Media (content agency). The portfolio targets both B2B audiences (farmers, forest owners, agricultural businesses) and B2C audiences (countryside enthusiasts, gardeners). Revenue comes from subscriptions (physical and digital), advertising, and professional services.

Differentiator

Problem solved

Functional benefit

Brands

• ATL: Sweden's leading business newspaper for agriculture, forestry and entrepreneurship - sharp economic news for farm business owners
• Land
• Land Lantbruk
• Lantmannen
• Terra
• AGFO
• Brath
• Ehandel.se

Products and services

• ATL Sweden's leading business newspaper for agriculture, forestry and construction, delivering economic journalism since 1884. Available as physical+digital subscription, digital subscription, or via the ATL mobile app. Helps farm and forest business owners make informed decisions and develop their operations.
• Land Lantbruk with Land Skogsbruk Sweden's largest newspaper for agriculture and forestry with 180,000 weekly readers (also LRF's member magazine). Covers news, debates and analysis for entrepreneurs in the green industry, including forest ownership issues. Available as physical+digital subscription.
• Land Magazine for sustainable and enjoyable countryside living, reaching over 400,000 readers weekly across print and digital channels. Covers cultivation, sustainable food, rural development and future prospects for countryside enthusiasts.
• Lantmannen In-depth magazine for professional farmers (one of the company's oldest titles, dating to the late 1800s) focusing on crop production, technology and business economics with depth beyond surface coverage.
• Terra Communication Agency Communication agency serving companies and organizations in or impacting the green industry. Offers qualified, strategic and creative communication services from strategy and analysis through concept development, production and distribution.
• Brath Digital Marketing Agency Digital marketing agency with offices in Örnsköldsvik and Stockholm helping companies achieve results in digital channels. Specializes in SEO (search engine optimization) and SEM (search engine marketing) to maximize online presence and reach.
• AGFO Business Network Business network for the Swedish food system (agtech and foodtech) offering news, analysis, expert relationships and events (AGFO Transformation, AGFO Talk) for professionals, entrepreneurs and ambassadors across the Swedish food value chain.
• Ehandel.se Industry Platform Nordic region's largest industry site for e-commerce and a meeting place for Swedish e-commerce operators. Provides news, analysis, reports and events for the e-commerce community, with the EhandelSE / Ehandel Plus membership offering exclusive insights and benefits including shipping, packaging, marketing and education services.

Quantifiable outcome

• Nearly 1 million readers per week across print and digital platforms
• +5 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

Six partnerships are on record, tiered minor.

• EFN (Ekonomiska Föreningen Nordens) and Handelsbankens forskningsstiftelserminorStrategic or Co-development PartnerATL and EFN have an established collaboration through the podcast 'Skogen och kapitalet' (The Forest and Capital) covering forestry, investments and markets. ATL's editor-in-chief Lilian Almroth serves on the jury for the 'Guldhumlan' award, a new knowledge prize established by EFN and Handelsbankens forskningsstiftelser that recognizes journalists and knowledge broadcasters who strengthen economic knowledge in society.
• Skira ABminorStrategic or Co-development PartnerLRF Media invested in Skira AB in 2017 — a startup providing services for transparency and better business opportunities in the buying and selling market. The company has since been sold to LRF.
• Ludvig & CominorStrategic or Co-development PartnerLudvig & Co co-organizes the 'Årets spjutspetsföretag' award together with Land Lantbruk, LRF Ungdomen, and Swedbank och sparbankerna. The award highlights innovative, profitable and sustainable businesses in the green industries.
• LRF UngdomenminorStrategic or Co-development PartnerLRF Ungdomen co-organizes the 'Årets spjutspetsföretag' award together with Land Lantbruk, Ludvig & Co, and Swedbank och sparbankerna.
• Swedbank och sparbankernaminorStrategic or Co-development PartnerSwedbank och sparbankerna co-organize the 'Årets spjutspetsföretag' award together with Land Lantbruk, Ludvig & Co, and LRF Ungdomen.
• Nordiska Trädgårdar and Sköna Gröna TrädgårdminorStrategic or Co-development PartnerLand magazine partners with Nordiska Trädgårdar (Stockholm) and Sköna Gröna Trädgård (Karlstad) trade shows to meet readers interested in gardening and growing at these major gardening events.

Scale indicators6 records

Recent moves12 records

Expansion highlights4 records

Broad incumbents

• Bonnier: Bonnier is Sweden's largest privately held media group, operating newspapers, magazines and B2B media across the Nordics. It is the closest large-scale domestic analogue to LRF Media's vertically integrated print+digital+events media model, but operates across general consumer and B2B categories rather than specializing in agriculture.
• Schibsted: Schibsted is a major Nordic media group spanning news brands (Aftenposten, VG, Aftonbladet), digital marketplaces and classifieds. It is comparable to LRF Media as a Nordic subscription-led media operator; former Schibsted executives Lena K Samuelsson and Carl Gyllfors sit on LRF Media's board.
• Egmont: Egmont is a Danish foundation-owned media conglomerate with magazines, newspapers and e-commerce across the Nordics. It is comparable to LRF Media as a Nordic magazine and vertical media operator with deep brand heritage, though its portfolio spans general consumer rather than agricultural verticals.
• Informa: Informa is a global B2B media, events and information services group. It is comparable to LRF Media's combined media+events model (Borgeby Fältdagar, AGFO Transformation, Stora Ehandelsdagen) but operates at international scale rather than in a single national vertical.
• Bauer Media: Bauer Media is one of Europe's largest magazine and audio publishers, with subscription titles across multiple verticals. It shares LRF Media's magazine-led business model and subscription revenue structure, though it focuses on consumer rather than agricultural B2B audiences.
• RELX: RELX is a global B2B information and analytics group, with Reed Business, LexisNexis and Elsevier. It is comparable to LRF Media's information-services strategy (Terra, Brath, AGFO) but at vastly greater scale and across professional verticals rather than agriculture.
• Burda Media: Burda is a German media and technology group with a portfolio of magazines, digital brands and commerce operations across Europe. It shares LRF Media's heritage as a family/owner-driven European media house, though its portfolio spans consumer and digital rather than niche B2B verticals.

Direct peers

• Aller Media: Aller Media is a leading Nordic magazine and media publisher with a portfolio of subscription titles across consumer and B2B verticals. It shares LRF Media's print+digital subscription economics and magazine heritage, but lacks LRF Media's depth in the green industry.
• Bonnier News: Bonnier News is the news publishing arm of Bonnier, operating Dagens Nyheter, Expressen, Sydsvenskan and regional titles in Sweden. It competes for Swedish advertising and reader attention with LRF Media's national brands and shares a multi-platform print+digital subscription model.
• Farm Journal: Farm Journal is the largest US agricultural media company, producing the flagship 'Farm Journal' magazine, TV programming, and events for American farmers. It is the closest vertical analogue to LRF Media's ATL/Land Lantbruk in serving agricultural professionals with multi-platform editorial and events.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/lrf_media
• Facebookfacebook.com/tidningenatl
• LinkedInlinkedin.com/company/atl-lantbrukets-affarstidning
• Instagraminstagram.com/tidningenatl

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LRF Media