Largest
morning newspaper in the southern
region of
Sweden known as
Skåne (
Scania).
Usually referred to as '
SDS' or '
Sydsvenskan'.
Like most Swedish newspapers SDS claims to be liberal (although social-liberal would be more accurate), and independent from all political parties. Sydsvenska Dagbladet started in 1848 (under the name Snäll-Posten) and has today a daily circulation of about 140 000 copies, with a peak of 160 000 on Sundays. SDS claims to have more than 300 000 daily readers, which makes it the by far most read newspaper on its designated market, a position SDS very likely will maintain due to the lack of local competitors, especially ín the Malmö/Lund area.
Sydsvenska Dagbladet is, since 1998, owned by Bonnier AB, one of the major media conglomerates in Sweden, and it has some 500 employees.