About us

We are here to strengthen new media businesses.


Aptoma was established in 2004. We are based in Oslo, Norway, and Gothenburg, Sweden.

We create and deliver media production, editing and automation tools that all run in the browser with cloud based backends (Software as a Service, SaaS).

We provide our services to dozens of media groups in Scandinavia and the UK, totalling hundreds of digital sites and print papers, and thousands of editorial users.

Aptoma started as consultancy, before taking on customer funded product development projects. The company is fully owned by current and former staff, and Aptoma has never taken investments from customers or external investors.

Our core business and dominant source of revenue is licensing of our software services.

Financial status

Aptoma runs a year-on-year profit, and we have solid equity in the company relative to our size. Our liquidity, solidity and profitability all have top rating. You can see all official accounts here (in Norwegian krone, NOK). Aptoma has no subsidiaries or sister companies. The decline in turnover from 2015 to 2018 is due to dismantling our consultancy operations which formerly was making up approx. half of our turnover.

2019: 0.5 MNOK profit and 15.9 MNOK turnover. Total assets 17.8 MNOK.
1.7 MNOK profit and 14.9 MNOK turnover. 
: 3.2 MNOK profit and 17.8 MNOK turnover.
2016: 3.6 MNOK profit and 21.7 MNOK turnover.
2015: 2.8 MNOK profit and 20.0 MNOK turnover.
2014: -0.9 MNOK profit and 18.5 MNOK turnover.

Products and workflow

Our products support four discrete steps in your production workflow. 1) Planning 2) Writing 3) Editing and 4) Distribution. Our products do not discriminate any channel, we are not print first, and we are not digital first — they are content and product first.

Workflow materializes in two browser tabs, one for journalists, and one for digital and print editors.

Tab 1: Writing in DrPublish
Write your copy in DrPublish and add images, videos, graphics, links, fact-boxes and more into a manuscript that works equally well on digital and print.

Tab 2: Editing & distributing (DrEdition)
Curate and automate your front page, your swipe edition, or even your print edition in DrEdition.

See our products here http://aptoma.com/

Add and extend to services

Our products provide APIs for reading and writing data, as well as a flexible plugin system to adapt to your needs.

Add your own plugins to DrPublish to integrate your photos, videos and more from existing systems and databases. Add plugins to DrEdition to integrate your existing analytics, your A/B-testing software, and more.

Editing (DrEdition): Add your own content sources to integrate to any writer. Using our writer DrPublish is not mandatory.

Webhooks ensure you can receive updates in external systems upon save and publish on articles, front pages, swipe editions, and more. This also means you may run your own scripts and checks to verify things before they are published.

If you find yourself wanting to extend our products in a way that is not yet supported, this may require feature development from our team. If this is the case you can get in touch with support@aptoma.com or sales@aptoma.com for an assessment of your needs.

The team

Aptoma consists of 10 software developers, most of which are also involved in the technical operation of the resulting software services. Two of us are mostly involved in sales, management and accounting.

We organise our teams around each step in your editorial workflow.

We have organised the way we believe a modern software service (SaaS) company needs to.


All our user interfaces have always been browser based.

All software services are designed for the cloud (SaaS) to accomplish technology services that scales automatically and that repairs themselves. We run our services on three independent sites to minimise probability of any outages or performance issues.

Service status is reported on aptomastatus.com, and you should subscribe if you’re a customer or super-user of our services.

Under the hood: While we abstract away all specifics of underlying technologies and expose only APIs and web-based GUIs, some customers find peace of mind by knowing more about what’s under the hood. For this purpose you can find a detailed description of the technologies we use in our SaaS specification.

Client side technology requirements: Use Firefox or Chrome with the latest or next to latest major version. Additional CPU and memory requirements may apply if the products you are editing use many and large images.

If you wish to modify or extend the Aptoma products, you will find that the only requirement to your developers is competency in XML, JS, JSON, HTML and CSS.

Product updates and upgrades

Updates are backward compatible changes and are deployed continuously to all our products. There are changelogs which you may follow to see what is improved, fixed and what is new. Updates are very frequent, sometimes as much as multiple updates per day.

Upgrades are non-backward compatible modifications to existing APIs and/or changes to GUI that require training. Upgrades are coordinated with all our customers. Upgrades occur rarely, usually with years apart.

Your latest weekday deadline (include your timezone): ____
Do you have weekend deadlines (y/n): ____


2004 Company is founded by Morten Jacobsen and Geir Berset
2005 DrFront launched (Front Page editing)
2006 Video services launched
2008 Decided to power all products with APIs with read and write capabilities.
2010 DrPublish launched (Digital writer)
2011 Rebuild for SaaS initiated
2013 LayoutPreview launched
2015 WAN-IFRA World Award to Aftenposten+ powered by LayoutPreview
2016 Video services are discontinued.
2016 DrEdition launched
2016 Swipe Editions launched
2017 Front Pages in DrEdition replaces DrFront
2018 Front page project with Google DNI support completed
2018 Rebuild for SaaS is completed
2019 DrEdition Print Automation launched

How Aptoma is run

Our CEO, Geir Berset, is also the head of customer service, to make sure our company is run to accommodate the needs of our existing customers first.

Each product and the main product features have a team formed around them. All teams have a team leader who autonomously decides how to develop the product to accommodate our customers’ general needs.

Deciding to create new products, and changes to the purpose of existing products, are discussed by our Business team, consisting of our CEO, head of customer service, and each team leader. Decisions are made openly in our all-hands meetings to ensure all concerns are considered and that we are all on board.

New customer requirements are handled at team level whenever possible. If new customer requirements span multiple products or alters the purpose of any existing product, it is dealt with by Business Team and CEO on a weekly basis.

Sales for us is about assessing the customer prospect’s requirements to see that we can deliver an effect higher than the cost of our services. As such, sales is embedded into all parts of our operations, and we do not have a separate sales staff.

We do no marketing of our services but currently rely on satisfied customers recommending our services to their industry colleagues.

Aptoma in prose


Help media publishers with technology.
Increase productivity with friction free workflows and automation.
Assist editorial creativity.

Promises and requirements

These are the tenets we adhere to

  • Fix problems first.
  • Help customers be autonomous and self-served.
  • Feedback from real users drives real product development.
  • Quality for us means flexible, simple and scalable tools.
  • All our activities must create actual customer value, or be removed

You will get the right tool for the job. We strive to give you the right advise, not self-serving advise.

We will train you. We do consultancy, but our core business is software services. We believe both you and we are better served by you knowing what to do, rather than having to initiate consultancy to solve your day-to-day problems.

We fix problems first. If we have to choose between following a sales lead and fixing a problem, we will fix the problem first.

We care about your problems, even though it is not our responsibility. We sometimes encounter situations where internal or third-party problems hinder your progress. We will help as best we are able, even if outside our formal responsibilities.

You must let us know if you are not satisfied. Send your gripes to geir@aptoma.com, support@aptoma.com or tag @aptoma in your tweets.

We use open APIs and established standards, so our products won’t lock you in – they will fit in.

Powering Scandinavias largest news rooms