Villmarksliv

Villmarksliv, whose name can be translated as “Wilderness Life,” is a Norwegian outdoor magazine covering hunting, sport fishing, wildlife, nature, and recreation in the outdoors. It is published monthly and is based in Oslo. The publication is associated with the Norwegian outdoor-life and specialist-magazine market and serves readers interested in practical field activities, wildlife observation, fishing, nature photography, and the broader experience of Norwegian wilderness. The magazine was developed by Naturforlaget AS and had a trial edition in 1972 before its formal establishment in 1973. Its four founders were Thorbjørn Tufte, Bjørn Holm-Hansen, Anton Lossius, and Olaf Gundersrud. During its early years, Tufte and Holm-Hansen shared editorial responsibility, alternating responsibility between issues. This arrangement reflected the publication’s specialist and founder-led origins, with editorial attention centered on practical knowledge and outdoor expertise. A significant ownership and operating change occurred in 1992, when Hjemmet Mortensen acquired a majority stake and assumed operational control. The publication later became part of Egmont, the Danish media group. Villmarksliv has published contributions from recognized Norwegian outdoor figures, including Sverre M. Fjelstad and Lars Monsen, helping connect the magazine with established voices in wildlife, exploration, and outdoor culture. In addition to its regular monthly issues, Villmarksliv has produced annual special editions on subjects such as trout fishing, wild foods, and notable Norwegian natural landscapes. These extensions broadened the brand beyond a general outdoor magazine by offering more focused editorial products for readers with particular interests. The publication has also maintained a role in Norwegian nature photography through its organization of the Norwegian Nature Photography Championship, known as “NM i naturfoto.” The competition gives photographers an ongoing platform for submitting images and competing for prizes. Villmarksliv also maintains the official Norwegian sport-fishing records, known as “Sportsfiskerekordene.” This record-keeping function gives the brand an institutional role within Norwegian angling culture in addition to its editorial role. It links the magazine to documented sporting achievements and the preservation of fishing-related knowledge. Reported net circulation declined from 36,644 copies in 2011 to 21,658 in 2018. The figures indicate a substantial reduction over that period, consistent with the pressure experienced by many print magazines, although the available material does not establish the causes or the publication’s current circulation. Villmarksliv continues to operate as an outdoor-media brand through its magazine identity and digital presence on Klikk.no.

Villmarksliv is a Norwegian monthly magazine devoted to wilderness life and outdoor activities. Its coverage includes hunting, sport fishing, wildlife, nature, and recreation. The publication is based in Oslo and operates within Norway’s specialist magazine and outdoor-media sector. A trial issue appeared in 1972, followed by the magazine’s formal establishment in 1973. The venture was created by Thorbjørn Tufte, Bjørn Holm-Hansen, Anton Lossius, and Olaf Gundersrud together with the publisher Naturforlaget AS. In its formative period, Tufte and Holm-Hansen shared editorial responsibility, alternating responsibility for successive issues. This early structure placed the magazine’s identity in the hands of specialists closely connected with its subject matter. In 1988, Dag Kjelsaas took over as editor. In 1992, Hjemmet Mortensen purchased a majority stake and assumed operational control. The magazine later became associated with Egmont, the Danish media company that publishes it. The change in ownership connected Villmarksliv with a larger publishing group while preserving its specialist editorial focus. Over time, Villmarksliv has featured articles and columns by prominent outdoor personalities, including Sverre M. Fjelstad and Lars Monsen. Its editorial scope has extended beyond equipment or activity reporting to include wildlife knowledge, outdoor experience, angling, food gathered from nature, and Norwegian landscapes. The publication has issued annual special editions devoted to subjects including trout fishing, wild foods, and Norwegian natural attractions. The brand has also developed activities outside the regular magazine. It hosts the Norwegian Nature Photography Championship, or NM i naturfoto, in which readers can follow contributions from nature photographers competing for prizes. This competition reinforces Villmarksliv’s connection with wildlife observation and visual documentation of the natural environment. The publication also maintains official Norwegian sport-fishing records under the name Sportsfiskerekordene, giving it a recognized record-keeping role within Norwegian angling. Knut Brevik became editor in 2005 and is identified as the current editor in the available reference material. Villmarksliv also maintains a digital presence through its section on Klikk.no. Available circulation figures show a decline from 36,644 net copies in 2011 to 21,658 in 2018, with annual decreases reported throughout the period. These figures document the magazine’s print-circulation trajectory but do not by themselves explain the reasons for the decline or establish current readership.

1. 2018Reported net circulation reaches 21,658

   Net circulation reported by the Norwegian Media Businesses' Association was 21,658 copies.

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2. 2005Knut Brevik becomes editor

   Knut Brevik took over as editor and is identified as the current editor in the available reference.

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3. 1992Hjemmet Mortensen acquires majority stake

   Hjemmet Mortensen bought a majority of the shares and took over operations.

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4. 1988Dag Kjelsaas becomes editor

   Dag Kjelsaas took over the magazine’s editorial position.

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5. 1973Formal establishment

   Villmarksliv was established as a monthly Norwegian magazine covering hunting, fishing, wildlife, and outdoor recreation.

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6. 1972Trial edition published

   A trial edition preceded the formal launch of Villmarksliv.

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A specialist Norwegian outdoor publication combining practical hunting and fishing coverage with wildlife journalism, nature photography, and broader outdoor recreation.

• Villmarksliv monthly magazineOutdoor magazine1973

  The core Villmarksliv product is a monthly Norwegian magazine about hunting, sport fishing, wildlife, nature, and outdoor recreation. Its editorial proposition combines practical activity coverage with features on wilderness experience and natural environments.

• Annual special editionsSpecial-interest publications

  Villmarksliv has published yearly special editions focused on specific outdoor subjects. Referenced examples include trout fishing, foods from nature, and notable Norwegian natural landscapes.

• NM i naturfotoNature photography competition

  The Norwegian Nature Photography Championship is hosted by Villmarksliv. It provides a recurring competition in which nature photographers submit work and compete for prizes, extending the brand into community and event activity.

• SportsfiskerekordeneSport-fishing records

  Sportsfiskerekordene is the official Norwegian sport-fishing record system maintained by Villmarksliv. It documents recognized angling achievements and supports the magazine’s role in Norwegian fishing culture.

• 1992Majority ownership transferred to Hjemmet MortensenM&A

  Hjemmet Mortensen acquired a majority of Villmarksliv’s shares during a period when the magazine was operated as a specialist Norwegian publication.

  What changed. The company took over operational responsibility for the magazine.

  Aftermath. Villmarksliv subsequently became associated with the larger Egmont publishing group.

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• 2018Villmarksliv circulation reaches 21,658 copies

  Reported net circulation was 21,658 copies, following a decline from the 2011 figure.

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• 2011Villmarksliv circulation reaches 36,644 copies

  The Norwegian Media Businesses' Association reported net circulation of 36,644 copies for Villmarksliv.

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• 1992Hjemmet Mortensen takes majority ownership

  Hjemmet Mortensen acquired a majority of the magazine’s shares and assumed responsibility for its operations.

  M&A
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• 1973Villmarksliv established as a Norwegian outdoor magazine

  Villmarksliv was formally established after a trial edition the previous year, creating a dedicated Norwegian magazine for hunting, fishing, wildlife, and outdoor recreation.

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1. Villmarksliv
2. Villmarksliv on Klikk.no