ATL

What ATL does

ATL is Sweden's leading independent agricultural news publication, founded in 1884 and operated under LRF Media AB, a subsidiary of the Swedish Farmers' Union (LRF). The company serves Swedish farmers, forestry professionals, agricultural contractors, and rural entrepreneurs across the country's "green industries" — agriculture, forestry, and contracting. The publication consists of a weekly print newspaper delivered to subscribers' mailboxes and a digital-first platform at atl.nu that updates seven days a week, complemented by a mobile app, e-newspaper reader, podcast (ATL-podden), video channel (ATL TV), and a network of farmer blogs (blogg.atl.nu). The editorial team is small — 11 named editorial staff on the About page — with deep domain specialization across policy, forestry, economics, technology, animal production, and EU affairs.

The product portfolio extends beyond journalism into specialized utility tools: the Tractor Database (Traktordatabasen) and Machine Guide (Maskinguiden) serve machinery buyers and contractors, while Market Monitoring (Marknadsbevakning) tracks agricultural and forestry market developments. The company also operates a real estate listings section (Fastigheter), a job board (Lediga jobb), and an expert Q&A service (Fråga experten). The underlying technology is content management and digital publication infrastructure rather than proprietary technical IP.

ATL operates on a subscription-recurring revenue model with three primary consumer tiers — Print (224 SEK/month), Digital (124 SEK/month), and Forestry vertical (83 SEK/month) — plus tailored group/enterprise subscriptions for organizations. Supplementary revenue comes from display advertising and job listings. Distribution is single-country/domestic (Sweden), executed through self-service online subscription, inside-sales customer service, and direct sales for enterprise accounts. The company is wholly owned by LRF Media AB, a Swedish private limited company (Org. nr. 556413-2883) headquartered in Stockholm, giving ATL a structurally aligned, mission-driven base rather than independent venture orientation.

Name

ATL

Legal name

LRF Media AB

Website

https://atl.nu

Company type

Private

Founded year

1884

Operating status

Operating

Headcount range

11–50 employees

Short description

ATL is Sweden's leading independent agricultural news publication, founded in 1884 and operated under LRF Media AB. It delivers weekly print, daily web/app, podcast, video, and specialized databases to Swedish farmers, forest owners, and rural entrepreneurs via a subscription model.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Print Newspaper Subscription: Weekly print edition delivered to subscribers' mailboxes, optionally combined with digital access. Paper edition published year-round.
2. Digital Subscription (E-tidningen / web / app): Digital access via atl.nu website, mobile app, or e-newspaper reader. Available 7 days per week for web/app content.
3. Forestry Vertical Subscription (Skog): Specialised subscription covering all forestry-related articles and digital database services.
4. Group/Enterprise Subscriptions: Tailored group subscription solutions for businesses and organisations, with volume discounts and customisation.
5. Advertising Revenue: ATL sells display advertising ([email protected]) and job listings ([email protected]) to reach its agricultural audience.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

ATL is Sweden's leading independent agricultural news publication, founded in 1884, delivering journalism across print, web, app, e-newspaper, podcast, and video channels. It covers agriculture, forestry, and contracting with specialised tools including a tractor database, machine guide, market monitoring, expert Q&A, and a farmer blog network. The offering is structured around tiered subscription products (print, digital, forestry vertical, and enterprise group) and is supplemented by advertising.

Product overview

ATL is a multi-platform agricultural news media company offering a comprehensive portfolio of products and services centered on Swedish agriculture, forestry, and contracting. The core product is ATL.nu, a news website updated seven days a week with articles across multiple categories. The offering includes the E-tidningen (digital magazine) as an alternative digital format, ATL-podden and ATL TV for multimedia content, and specialized databases like Maskinguiden and Traktordatabasen for machinery information. Supporting services include Marknadsbevakning (market monitoring), Fastigheter (real estate listings), Lediga jobb (job listings), Fråga experten (expert Q&A), and ATL Bloggar (farmer-written content). Subscriptions are available in multiple tiers: paper magazine, digital-only, forestry-focused, and enterprise group subscriptions.

Differentiator

Problem solved

Functional benefit

Brands

• ATL Bloggar: ATL's blog platform featuring farmer and forest owner bloggers sharing their daily experiences.
• Fråga experten
• Maskinguiden
• E-tidningen

Products and services

• ATL.nu News Website

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Others

• Ocast: Nordic ad-tech and monetization partner that ATL already uses (atl.ocast.com) for direct ad sales — a relevant ecosystem enabler for ATL's advertising revenue stream and ad-tech stack.

Regional players

• DLG (Dansk Landbrugs Medier): Danish agricultural media and cooperative-owned publishing group serving Danish farmers — a regional Nordic peer with the same trade-association/cooperative ownership structure and subscription model as ATL.
• AgriPresse: Belgian/French-language agricultural trade press covering EU policy, markets, and farm business — a regional peer in the broader European vertical ag media space that ATL's EU-affairs reporters compete with for source and audience attention.
• Norsk Landbruk: Norway's leading agricultural trade publication with subscription and digital coverage of Norwegian farming — a Nordic regional peer with a comparable vertical media proposition to ATL.

Broad incumbents

• Farm Journal: Diversified U.S. agricultural media and data company spanning magazines, broadcast, events, and data services — a broader incumbent that has scaled the vertical agricultural media + data model ATL is positioned within.

Direct peers

• Successful Farming (by Dotdash Meredith): Long-running U.S. subscription and advertising-supported agricultural media brand covering crops, livestock, machinery, and markets — the most internationally established peer to ATL's subscription/agricultural journalism model.
• Skogsägaren: Sweden's forestry-association publication covering forest ownership, timber markets, and policy — directly overlapping ATL's Skog (forestry) vertical subscription and audience.
• Farmers Weekly (UK): UK-based subscription agricultural news, market data, and machinery platform, closely mirroring ATL's mix of paid digital subscriptions, specialist verticals, and equipment database functionality.
• Land Lantbruk: Sweden's other major subscription-based agricultural newspaper covering farming, forestry, and rural business, providing directly comparable editorial and subscription competition to ATL within the same Swedish market.
• Jordbruksaktuellt: Swedish agricultural trade publication with digital news, market data, and crop production coverage, serving the same Swedish farmer and agricultural professional audience as ATL.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/atl-lantbrukets-affarstidning

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 ATL