History in brief…
Tomorrow Media was started in 1990 by owner Claes Sjöberg, and until 2000 operated principally as a holding company in publishing. Over the years, Sjöberg built up a small research unit concentrating on news distribution and analysis of companies and their operations from an environmental, socially responsible and sustainable viewpoint. Tomorrow Media’s product portfolio consisted of a newsletter (MiljöRapporten) for the Swedish market, emailed reports, seminars and an internationally focused magazine, Tomorrow. The titles were sold to new owners in 1998 and 2000.
From 2001, Tomorrow Media began accepting consultancy assignments from Swedish and international companies wanting to improve their business development or communications in environmental and sustainability issues. In 2004, parts of the company were sold to the Gullers Grupp PR agency. In 2007, Claes Sjöberg reconsolidated his operations within Tomorrow Media AB. The company is concerned principally with consultancy, analysis and training. Part of the operation runs through a subsidiary, Tomorrow Expedition AB.
… and the longer version.
For six years in the 1980s, Claes Sjöberg was a reporter specialising in environmental and scientific issues for Dagens Eko, the major news department of the Swedish Radio Company. He left the company in 1988 to teach at what is now the Department of Journalism, Media and Communication at Stockholm University and write books. He published Miljöjournalistik (Environmental Journalism) in 1989. With Bo Thunberg he also wrote Miljöboken, en lärobok för gymnasieskolan (The Environment Book, a teaching aid for high schools).
In 1989, Claes Sjöberg launched MiljöRapporten, a newsletter focusing on the growing environmental commitment by business. Within a few years, the newsletter became the leading information source for a growing number of environmental managers in Swedish and Scandinavian companies. The newsletter was the market leader and the staff was able to build up peripheral activities for its readership among professionals. Activities included seminars and a daily emailed news service.
Often first with the news in its field
The strategy was to deliver, independently and impartially, a swift, unbiased journalistic take on news and events. Over the years, many distinguished Swedish environmental journalists were on staff or connected to the operation — Susanna Baltscheffsky, Tomas Carlberg, Magnus Kristenson and Gunhild Arby — but the strongest influence on MiljöRapporten was Eva Bingel, chiefly responsible for news coverage.
In 1991, in partnership with advertising executive Thorleif Håwi, Claes Sjöberg founded Tomorrow Magazine, an international magazine about business and global environment issues. Like the newsletter, the magazine was a success and after a few years had considerable distribution among subscribers and business customers in Europe and North America. Thorleif Håwi left after a year but was succeeded by new colleagues and part-owners in Tomorrow Publishing, a subsidiary of Tomorrow Media.
The magazine’s editor, Kim Loughran, marketing manager Astrid von Schmeling and designers Anders and Micael Wiking, together with Claes Sjöberg and other colleagues, built up a magazine of international high renown. The editorial office was in Stockholm but almost all writers — and several advertising sales personnel — were based abroad. Tomorrow Magazine proved that writing about environmental issues (and later also sustainability) did not have to be dry — on the contrary, they needed to presented as an exciting part of companies’ business development and communication with the public.
Meeting of Tomorrow Magazine Editorial Advisory Board. The Board provided input from respected scientific and environmental institutes and NGO`s , such as the Worldwatch Institute, USA, the Panos Institute, UK, the Centre for Our Common Future, Switzerland, the Keystone Center, USA, Lega per L´Ambiente, Italy, Centre for Science and Environment, India and IUCN, the World Conservation Union.
E&T acquires MiljöRapporten
Ekonomi & Teknik Förlag, a trade-press publishing house, purchased MiljöRapporten in 1998. Claes Sjöberg was put on staff to manage the company’s newsletters, including Konsultvärlden (Consultancy World) and the annual Konsultguiden (The Consultancy Guide).
At E & T Förlag, MiljöRapporten was re-styled from newsletter to magazine, with a more sophisticated layout, four-colour offset printing and advertising. The annual MiljöGuiden (Environment Guide) was also launched. Early in 2000, Claes Sjöberg left E & T Förlag after more than ten years as publisher and managing editor of MiljöRapporten.
Sale of Tomorrow Magazine
In 2000, Claes Sjöberg returned to Tomorrow Magazine as CEO for Tomorrow Publishing. The magazine was the company’s major product and by this stage had distribution in over 100 countries, mainly in Western Europe and North America. The magazine was now focused not only on purely environment issues but also on businesses’ social responsibility, ethics and sustainability. Continued expansion with resources generated solely by the magazine proved too challenging and Tomorrow Publishing was sold at the end of the year to a start-up company, Global Responsibility, whose business idea was to assist companies communicate their sustainability performance with the help of an Internet-based communications platform. After the sale, the magazine was radically re-organised, bringing in a new sales organisation and editorial staff. Claes Sjöberg remained with the company for a transfer period before handing over to the new owners.
Tomorrow Media becomes a consultancy
In late 2001, Claes Sjöberg started a consultancy in partnership with Charlotte Sjöquist, business developer and previously management consultant. Also involved were Eva Bingel, a former editor of MiljöRapporten, as well as a number of contracted Corporate Social Responsibility (CSR) specialists. The business idea was to go after high-level assignments in the CSR field. After working with clients of the order of IKEA, Skanska, the Swedish Environmental Research Institute (IVL) and SAS, in late 2004 Tomorrow Media’s consultancy was acquired by Gullers Grupp Informationsrådgivare AB. The merger with Gullers brought with it several complex and high-level CSR projects such as advanced advisory, production and brand development.
In 2007 Claes Sjöberg left Gullers Grupp to work exclusively through Tomorrow Media AB and a start-up company, Tomorrow Expedition. Assignments are mainly concentrated to consultancy, film and video production, training, media relations, PR, and organising and moderating conferences.
The Association of Graduate Engineers Mass Media Prize
In 1995, Claes Sjöberg became the first recipient of the Swedish Association of Graduate Engineers Prize. In the words of the citation: ”Claes Sjöberg realised at an early stage the great social significance of environmental issues. He was one of the first environmental journalists. In recent years, through his personal commitment to Tomorrow Media AB, he has revitalized environmental journalism and provided new insights through interesting and informative products such as MiljöRapporten and — especially — Tomorrow Magazine.”
King Carl XVI Gustaf’s Environment Prize
In 2000, Claes Sjöberg was awarded the King Carl XVI Gustaf Environmental Prize for work in spreading awareness of environmental issues. The prize, presented at a ceremony at the Royal Palace in Stockholm, was in the form of a stipend for international studies in environmentalism.
After many years at the helm of one of the world’s best-known magazines on business and sustainable development, Claes Sjöberg has a broad international contact network. For some of those years, Sjöberg was also a member of the UK’s Cambridge University Core Faculty in charge of their annual leadership program in Business & the Environment. He has had several assignments for the United Nations Environment Program (UNEP) and worked on communications projects for The World Business Council for Sustainable Development (WBCSD) and the Global Reporting Initiative (GRI).
The Core Faculty at Cambridge University´s Business and the Environment Seminar, Schloss Leopoldskron, Salzburg.