Morgunblaðið. History of The Morning Paper from Iceland

photo: Tryggvi Ingason

At the end of the 19th century, Iceland was part of the Danish Empire. Since 1874, it had partial autonomy with home rule and its own constitution. Nine years later, on 7 November 1883, in Reykjavík, a boy was born into the family of Iceland’s first postmaster, Ole Peter Finsen. His name was Vilhjálmur. Neither Ole nor his wife María Þórðardóttir could have imagined the important role their son would one day play in the country’s future.

Vilhjálmur was a gifted young man who spoke both Icelandic and Danish. During the summer months, he worked from an early age as a guide and translator for foreign tourists. In 1902, he began studying economics in Copenhagen and started contributing columns to various newspapers. He formed a long-term partnership with the respected Danish daily Politiken. Although writing came naturally to him and journalism became a source of income, he was fascinated by radio. In 1907, he joined the Marconi club, completed training and became a radio operator on liners crossing between Europe and America. In 1913, at thirty years old, Vilhjálmur returned home to begin a new chapter of his life.


Back in Reykjavík, he reconnected with friends, including his former schoolmate Ólafur Björnsson, the owner of the newspaper Ísafold. They quickly reached an agreement and on Sunday, 2 November 1913, the capital gained a new media outlet, Morgunbladid, the morning newspaper.

The first eight-page issue included:

• an editorial
• news from Reykjavík
• a list of new taxes
• banking updates
• a short story (by Karl)
• columns
• cultural news (film, theatre, books)
• chapter one of Richter Frich’s novel Black vultures
• advertisements

An international section was planned, but no global news had reached the editorial office at the time. Nothing interesting happened, the author wrote. So the Dagbokin (Diary) column shared several historical facts about Iceland. In his editorial, editor-in-chief Vilhjálmur Finsen outlined the paper’s vision:

• it will be for everyone
• free of politics
• objective and independent
• reliable
• news will be as fresh as possible
• it will devote space to Icelandic rural life
• it will include humor and entertainment
• it will publish daily, 7 days a week
• weekdays will have 4 pages, holidays 8

Finsen also mentioned forming ties with newspapers in New York and Iceland. He invited well-known authors to contribute and secured correspondents in Krystiania, London and Copenhagen.

Crime sketch then photographs

Although the entire paper was in Icelandic, the title was styled in a more European way as Morgunbladid (a nod to Denmark). However, in articles and news, it was written as Morgunblaðið. Finsen was editor-in-chief, while Björnsson was co-owner and political editor. He continued to run Ísafold, and both papers worked closely together.

On 17 November 1913, a sketch appeared on the front page. It showed the house where a crime had shocked the island. Today it might seem ordinary, but back then drawings were used only in ads. This one showed a real place mentioned in the article. It was a preview of things to come. Photographs were increasingly appearing in world newspapers. On 21 November, Morgunblaðið printed a photo on page two of a skyscraper in Brooklyn, New York, described by a writer using the pseudonym Vagabunda. In less than a month, Morgunblaðið had taken a significant step forward.

The paper quickly won readers over. As Finsen had promised, there was no aggressive politics - just human issues. It focused heavily on women, boosting its female readership. The letters section was packed, and every letter received a reply, further enhancing Finsen’s image. With international connections, the paper featured voices like polar explorer Roald Amundsen and Albert Einstein, along with figures from literature and film.

Like the rest of Europe, Iceland was deeply engaged with World War I after July 1914. The "war article series" began on 28 July with an analysis of the Austro-Serbian conflict in a column by Ocean-Zeitung. The next day brought detailed reports from Sarajevo and commentary. In the days that followed, the Elrendar simfregnir column provided daily European updates. But while aware of the war, Iceland also focused on local issues. One was resolved on 19 June 1915. Icelandic women gained the right to vote. A journalist using the pseudonym Elendinus wrote about the historic moment on 21 June in the article Konsingarettur (voting rights), which included the subheading: Frelsi! Frelsi! (freedom, freedom).

November 1918 stood out in Morgunblaðið’s history. On the 2nd, the paper celebrated its fifth anniversary. On 11 November, the war ended. On 1 December, Iceland officially declared independence, albeit in a personal union with Denmark. Still... independence. That day, Vilhjálmur Finsen wrote in his editorial Dagurin (the day):

Today the Icelandic nation stands equal to the world’s sovereign nations. The political struggle has been a progressive one for over a century. Step by step, our leaders brought the nation closer to the goal it reached today…

The following months were filled with national joy, reflected in Morgunblaðið’s pages. The old year was bid farewell and the new one welcomed with poetry by Jón Björnsson, a theatre invitation by a reviewer known as Quidam, plans by the mayor and a Berlin correspondent’s report.

Vilhjálmur Finsen increasingly left the newsroom to journalist friend Árni Óli. He traveled abroad to promote Iceland and devoted time to politics.

Árni Óli had been with the paper from the beginning. It was where he learned the trade. He was Iceland’s first full-time journalist. He left for six years (1920-1926) but returned and stayed until his death in 1979. From 1936 to 1946, he was head of advertising. Responsible and demanding of others and himself, he became a genius of Icelandic journalism.

New owner takes over Morgunblaðið

In 1918, Finsen hired Skúli Skúlason, who was also a reporter for Ísafold. With journalism experience and a background in the Icelandic government department in Copenhagen (1912-1914), Skúlason quickly became a political reporter, publishing front-page articles in Morgunblaðið.

However, the dedication of the staff and editor was not enough. In early 1919, Ólafur Björnsson sold his shares in Morgunblaðið, leaving Finsen to manage the paper alone. Only the editorial team’s determination kept the newspaper running, but it was clear that funding was needed.

Against his own instincts, Finsen began to consider selling the paper. He made the final decision in June after the sudden death of his former partner and friend. From July 1919, Morgunblaðið had a new owner, a newly founded publishing house called Árvakur, managed by Sigfús Jónsson. Árvakur also acquired the rights to Ísafold, so the cooperation between the titles continued.


Although no longer the owner, Vilhjálmur Finsen remained editor-in-chief until 1921, after which he left for Norway. He was 38 years old. He wrote for many foreign newspapers. In 1940, he became Iceland’s ambassador to Sweden and Norway. From 1946 to 1947, he served as ambassador to Sweden, and in 1949, as consul general in Germany. In his final years, he worked as a journalist and writer. He died on 11 October 1960 in Oslo.

After his death, Morgunblaðið wrote:

Vilhjálmur was a versatile and well-known journalist. In his hands, journalism often became a great sport. He was always alert in his work and tirelessly promoted Iceland and Icelandic issues in foreign newspapers.

In 1921, Þorsteinn Gíslason took over as editor-in-chief of Morgunblaðið for the next three years.

At that time, the paper was the most widely distributed and most affordable publication in the country. It was also considered the largest and best advertising newspaper. In July 1919, the new owner announced several updates and changes:

• double in size
• no price increase
• image makeover
• stop publishing on Mondays

They began with the last point. On 30 June 1919, the final Monday issue appeared. On 8 July, the newspaper received a new look. The front page featured a large photo (soldiers, representatives of global armies), and the text was divided into six columns (previously four). The headline font was updated, still bearing Finsen’s name beneath it. All pages were redesigned, and ads were reorganized. Some classic sections remained:

• Dagbok (local news)
• Simfregnir (daily reports)
• Ur loftinu (world news)
• Alþingi (Icelandic parliament)

The paper continued to feature fiction, poetry and memories of years past. New additions included currency tables and expanded economic news. The culture section grew as well. Readers could now comment on plays or books they had seen or read.

In 1920, Iceland adopted a new constitution and separated its parliament and government. The nation and the Morgunblaðið newsroom closely followed and commented on these developments. The paper increasingly focused on political topics.

On 1 June 1921, Gislason’s name appeared in the editorial box alongside Finsen’s. This duo continued through the end of the year. In the first issue of January 1922, the headline included: Stofnandi Vilh. Finsen, Ritstjóri Þorst. Gíslason. Between their names was Landsblað Lögrjetta. Gislason owned and edited the weekly Lögrjetta. Taking over Morgunblaðið, the two papers merged to create a national reach.

Before joining Morgunblaðið, Gislason had edited several Icelandic papers. In 1921, he was editor-in-chief of both Lögrjetta and Óðinn. He continued both cultural weeklies until 1936. Their content often appeared in Morgunblaðið.

Gislason devoted much space to education, not just for children but for adults. A debate on the role and responsibilities of teachers began on 1 February 1922 with the article Barnaskólinn (Primary school). It sparked responses from Iceland’s sharpest minds.

Gislason also conducted his own investigations into Icelandic exports during his trips abroad. He tracked where fish oil and herring went. He submitted reports to the government and published them in the paper. One such report appeared on 26 February 1922, titled Islenskar vörur erlendis (Icelandic goods abroad)

Market conflicts and newsroom clashes

The year 1923 began with a printers’ strike, so the first issue of Morgunblaðið was published only on 5 January and typed like a leaflet. It explained the situation and included urgent world news, local stories, sports and the usual content, except ads. This temporary format was sent to news agencies. Regular publication resumed on 13 February. That day, the paper explained the cause of the conflict and summarized key news from early January.

The following year brought another conflict, this time between the publisher and the editor-in-chief. At the end of March, the latter left Morgunblaðið and took everything connected to Lögrjetta. On 1 April 1924, issue 124 bore no editor’s name in the subtitle, only Vikublað Ísafold (Ísafold Weekly) as co-publisher. The editorial box listed two names: Jón Kjartansson and Valtýr Stefánsson.

Stefánsson came to Morgunblaðið from the agricultural magazine Freys. Agriculture was familiar to him - he had studied it in Copenhagen. His passion was forestry. Upon joining Morgunblaðið, he also became a shareholder in Árvakur, thus part owner of the paper. He dedicated 40 years of his life to the company and the newspaper until his death in 1963.

Kjartansson was a lawyer. His articles focused on legal topics, and he also wrote academic and political essays. He left journalism in 1947 to become the district commissioner of Skaftafellssýsli, a role he held until his death in 1962.

For 23 years, the Kjartansson-Stefánsson duo ran the editorial office of Iceland’s most popular newspaper. They not only created the work of their lives but also mentored many journalists. Under their leadership, Morgunblaðið became Iceland’s top brand. They promoted culture, education and new perspectives on issues such as environmental protection and motoring.

On 10 January 1926, the paper published its first cultural supplement, Lesbók, subtitled Morgunblaðsins - loosely translated as The Morgunblaðið Reader. Lesbók was released on Sundays and supplemented the cultural section. Over time, it expanded in content and form to become a standalone publication. Kjartansson and Stefánsson also made sure to entertain their readers. On 8 May 1927, the first comic appeared (reprinted from Spain’s Buen Humor) and caricatures soon followed. On 9 November, a treat arrived for children. On the back page appeared Liósalfurinn litli (the little elf), a story by Dutch author G. Th. Rotman with his illustrations.

Morgunblaðið began to gain color and new content. On 3 January 1928, the paper featured a new typeface in the title and updated letters. It looked more familiar as Morgunblaðið. The column count was reduced to five. Readers praised the change. They were also pleased when, on 28 December, a chess column debuted as a gift for the coming year.

The following years brought no major newsroom upheavals. Journalists worked steadily. Printers did not strike. But in politics, the country was heating up. Two new parties emerged: the Conservative Independence Party and the Communist Party of Iceland. Though the paper leaned toward the former, it remained objective.

In December 1930, the big news was the launch of Ríkisútvarpið radio, which, like other stations around the world, quickly became competition for newspapers. It also gave the press a new topic to cover - radio programming.

On 20 December 1931, blue ink appeared in the paper as an experiment. Icelanders waited until 10 December 1933 for another color attempt - this time in red.


To show its respect for reader opinions, in January 1934 the paper launched a new column: Reykiavikurbrjef (Letters from Reykjavík), which soon expanded to a full page. Gradually, the sections were organized and named. In April, the Íþróttir (Sports) section was added along with Kvenþjoðin og heimilin (Women and the home). On Sunday, 21 October, an announcement appeared: from today Morgunblaðið will publish eight pages daily… Until then, weekday editions had four pages, but coverage had grown.

In 1937, columns such as Ur daglega lifinu (from daily life) and Með morgunkaffinu (with morning coffee) were introduced. January 1938 brought the first crossword puzzle.

Considering how small the team behind this widely read paper was, their work earned great respect. Only three experienced journalists ran the paper: Kjartansson, Stefánsson and Árni Óli. Supporting them were reporters:

• Aðalstein Ottesen
• Björgvin Benediktsson
• Óli V. Einarsson

Women also worked in the newsroom. Þórunn Hafstein and Jóhanna Ólafsdóttir were reporters. Helga Jónasdóttir worked in the office and as a switchboard operator. Guðmundur Kristjánsson handled proofreading. Engilbert Hafberg was in charge of advertising. The cashier was the esteemed Sigfus Jónsson. That was the entire Morgunblaðið editorial team of that era.

War reaches the island

The 1930s brought troubling news from Italy and Germany. Fascism was spreading fast. Icelanders were so curious that travel agencies organized trips to Germany and Italy, with ads marked by swastikas. The name and photo of Adolf Hitler appeared more and more frequently. Then came 1939 and the outbreak of World War II.

On 1 September 1939, the paper published a large article on Hitler’s claims to Gdańsk. But it wasn’t until 4 September that war was officially announced.

That Monday, a special issue was released. The front page had no ads. Pað er strið (This is war) was the bold headline. The issue had four pages and focused entirely on events in Poland, France and Britain entering the war, and various commentary and opinion pieces. In the following months, correspondents wrote extensively about German troop movements, British defenses and Poland. Though geographically distant from the continent, Icelanders focused on their own matters like the currency law or breaking the union with Denmark. But soon they would realize that their days of isolation were over.

On 10 April 1940, Iceland broke its union with Denmark. That day’s Morgunblaðið looked different again. The front page had no ads and covered government decisions and parliamentary resolutions. On 12 April, the paper reported the British occupation of the Faroe Islands. On 11 May, it covered the invasion of Iceland (which happened the day before), the takeover of Reykjavík and the government’s protest. Fearing the Germans, they were struck by the British. Herliðið dreifir sjer (Scattered troops at sea) read the lead article’s title. The subtitle read: An unforgettable morning. Photos of British soldiers at key sites in the capital accompanied the long article. In the following days, the Icelandic and British governments reached an agreement and the British remained.

For a year, Morgunblaðið reported not only on war fronts in Europe but also on the actions of the "occupiers" at home. There were frequent tensions. British soldiers didn’t speak Icelandic. They accused Icelanders of being unwelcoming. One such incident was reported on 8 December 1940 on page 3.

There were also religious misunderstandings. Lutheran Iceland versus Anglican Britain. The Icelandic church’s bishop, Sigurgeir Sigurðsson, often spoke out on the matter in the paper.

Just as Icelanders had gotten used to the sight of British uniforms, in July 1941 their island was "taken over" by Americans. On 8 July, Morgunblaðið informed its readers:

The American fleet is protecting the sea route between the USA and Iceland. The US begins defending Iceland. Agreement reached between the governments of Iceland and the USA.

Forty thousand Americans (in a country of just 120,000 Icelanders) landed and stayed until 2006. They didn’t leave even after Iceland officially declared its independence in June 1944 (Island Lyðveldi, 19 June 1944, special edition). The military bases remained.

On 1 June 1943, Morgunblaðið got a makeover. Like in special editions, ads vanished from the front page and a summary of key news appeared. That day’s edition reported, among other things: Stalin’s meetings, speculation about Rommel’s health and the death of Chinese premier Lin Sen. Major advertisers moved to page 3. The paper began printing children’s stories, and the back page focused on national news.

That same year, starting 15 October, Ívar Guðmundsson took charge of the news section. He had worked at the paper since 1937 as political editor. Guðmundsson served until 1951, when he became a journalist at the UN’s Department of Public Information in New York. He returned to Morgunblaðið in 1986 as Washington correspondent and held that post until his death in 1992.

The 17 June 1944 issue was subtitled Þjóðhátíðarblað (national celebration paper) and was devoted entirely to the country’s history. Iceland declared its independence. The next day began a new era.

On 8 May 1945, the headline read: Friður i Evropu tilkynntur i dag (Peace in Europe declared today). The next day, people celebrated and the paper didn’t publish. On 10 May, it described all the cheers, rallies and global joy... the end of the war (at least in Europe).

The street euphoria in Reykjavík was covered by Jens Benediktsson, who had joined the paper in April 1945. He studied law and began theology studies in 1940. That same year, he started contributing to Morgunblaðið as an independent journalist, mostly covering sports events. He finished his theology degree in 1942 but chose journalism. At Morgunblaðið, he took charge of reviews and the sports column. He also interviewed famous Icelandic writer and future Nobel laureate Halldór Laxness. The interview appeared on page 2 on 4 September 1946.

Benediktsson died suddenly on 1 December 1946 at just 36 years old. His obituary was published on 3 December, Tuesday.

In 1947, Jón Kjartansson left the editorial office, leaving Stefánsson in sole charge. He handled the role excellently for nearly 20 years. But journalism, like every field, needs growth and new energy. In 1956, the main editorial board expanded by three seats.

The post-war years were full of events for Icelanders. Morgunblaðið’s journalists were busy:

• in 1945, the paper covered the first international flight of Icelandair
• 1946 brought protests against the US base in Keflavik, presidential elections and UN membership
• in 1948, Iceland became a founding member of the OEEC (later OECD) and joined the Marshall Plan
• in 1949, Iceland joined NATO, and a year later, the Council of Europe

Iceland took an active role in post-war Europe, and the press reported on it almost daily. At Morgunblaðið, most foreign news came from Reuters. Domestic stories were still often unsigned, though journalists’ initials began to appear.

At the decade’s turn, the entertainment section grew. Alongside crosswords and humorous articles, comics and caricatures appeared on nearly every page. The film column was especially popular. Local photographers` images also began to appear. One of the first staff photographers was Óla K. Magnusson. His photo report on the Austurvellir riots, following the government’s NATO accession resolution, was published on 31 March 1949 in issue 75.

The photo section welcomed more "camera artists" including Sveinn Þormóðssonar and Sveinn Ormóðsson.

By the late 1940s, Valtýr Stefánsson was recruiting young talent in both journalism and photography. When Þormóðssonar and Ormóðsson joined the paper, they were students. The same was true for future editors-in-chief Matthias Johannessen and Sigurður Bjarnason. Most young people studied abroad at the time, making them foreign correspondents. Stefánsson had access to world news and was "building a future team". The older generation of journalists was often active in politics. Bjarni Benediktsson, who became Morgunblaðið’s chief editor in 1956, was mayor of Reykjavík in 1940 and foreign minister from 1949 to 1956. Einar Smundsson, editor-in-chief from 1956 to 1959, was a lawyer with a successful office in the capital. He wrote for Morgunblaðið, became its editor, but never left his legal practice.


So it’s fair to say that the news presented by the paper was the most up-to-date because it came "straight from the source".

In 1953, Morgunblaðið celebrated its 40th anniversary. The entire 2 November issue was dedicated to memories. Former owners, editors and staff were honored. Prominent figures and dignitaries sent congratulatory letters, all printed in the paper. The entire staff - 60 people - were recognized. The anniversary edition had 46 pages.

More and more in color

In 1956, Stefánsson divided the role of editor-in-chief into three departments with three editors:

• Sigurður Bjarnason, political editor
• Bjarni Benediktsson, deputy to Stefánsson and domestic affairs
• Einar Ásmundsson, law and economics

The men then divided their duties and for the next three years made decisions in full agreement. Benediktsson and Ásmundsson left the editorial board in 1959 and were replaced by Matthias Johannessen, who led the newsroom until 2000. A year later, Eyjólfur Konráð Jónsson, better known as Eykon, joined him. He stayed until 1974, when he left to pursue politics.

At the time, the newspaper resembled many international titles. Large, clear photos. Texts separated by lines. Headlines in a different and larger font. A clear layout of sections and columns:

• International section
• Dagók - daily news brief
• Úr daglega lífinu (from daily life) - city news
• National section
• Serial fiction for adults
• Saga barnana - children’s story
• Cultural column
• Ad blocks

Weekend editions gave more space to fashion, history and education. The reader letters section kept its respected place. Ads were grouped in blocks. There was a crossword, chess corner, cartoon humor and comics. Colors such as red and blue appeared more often. The paper not only expanded in size but also in scope, so in 1956, the team decided to move to a larger building. The new offices were at Aðalstræti 6, Reykjavik.

The 1960s brought fresh ideas, innovations and updates. Much of that was thanks to Eyjólfur Konráð Jónsson. Jónsson joined Morgunblaðið in April 1960, and it was no accident. Johannessen specifically brought his friend in. They knew each other from university and Johannessen knew the journalist was a skilled mediator able to work under pressure. And the coming years at the paper promised to be tough. Old staff versus new ideas. New perspectives clashing with tradition. Rapidly changing technology. National issues also needed a new approach as politics picked up pace. An anti-American Occupation Opposition Organization had emerged, and the nation’s key industry, fishing, required defense against the UK and West Germany. In short, a new era was beginning.

Just as Johannessen had predicted, Jónsson handled it all well. Though known mainly for finance and business, he proved to be an excellent political and cultural journalist and literature expert. Eykon believed in developing every individual and encouraged people to take initiative and start businesses. He called this idea auðstjórn almennings (public wealth) and often used the term in his editorials. He valued honesty and sincerity. He cared for his workplace, his colleagues and readers. He introduced new topics to the paper. One was maritime law. Among the lighter additions were the sports section Iþróttsða Morgunblaðins (Morgunblaðið sports), a bridge column, a weather section, and a world trivia column Utan úr heimi (not from this world). A particularly popular feature was Fólk í fréttunum (people in the news), which profiled well-known and lesser-known people the public was talking about.

The paper expanded. Weekday editions had 24 pages. Weekend editions reached 44. Though comics and picture stories had been in Morgunblaðið since February 1928, they had always been drawn by American and Dutch artists. It wasn’t until 1959 that the first Icelandic comic appeared: Njálsbrennu og hefnd Kára (the revenge of Njálsbrenna and Kári), by Halldór Pétursson. Since then, local illustrators have been part of the newspaper and continue to contribute today.

In March 1963, the editorial team bid farewell to their leader Valtýr Stefánsson. Ívar Guðmundsson wrote this about his mentor:

He was the father of modern journalism in Iceland… the father of our journalists at Morgunblaðið… the father of all Icelandic journalists who value and support honest and true reporting.

Printers strike on the anniversary

Stefánsson did not live to see the newspaper`s 50th anniversary. But on that day, November 2, there was no big celebration. The day before, a 100-page anniversary edition with a color cover was announced. But the issue never reached the newsstands. Printers went on strike and the jubilee fizzled out. Silence in the print media lasted for 10 more days. Only on November 11 did issue 240 appear with 12 pages, declaring: Öllum verkföllum aflyst (all strikes suspended), and the special edition reached only subscribers.

On December 10, the government was to decide on the printers` demands, but it did not happen. From December 11 to 20, Morgunblaðið again fell silent. It returned on December 21, including reports on the conflict and visits from Santa Claus (to lighten the mood).

No one officially replaced Stefánsson. The structure of three editors and three main departments remained. Until 1969, the editors-in-chief were:

• Sigurður Bjarnason
• Matthias Johannessen
• Eyjólfur Konráð Jónsson

In 1969, Bjarnason left the paper and until 1974 the editorial team was led by Johannessen and Jónsson, supported by assistants Styrmir Gunnarsson and Björn Jóhannsson.

The 1960s were relatively calm. Global events brought more joy (space flights) than sorrow (J.F. Kennedy’s assassination). The Cold War, though often in the news, felt far away from the people of Iceland. More important were good fishing agreements, a telephone cable connection with Canada, or the launch of the national TV station Ríkissjónvarpið (issue 223, September 30, 1966). A bit of trouble came from an underwater volcano eruption, but Iceland gained a new island - Surtsey (issue 244, November 15, 1963).

Green appeared alongside red and blue. There was an automotive section and a tourism section. On weekdays, the paper had 32 pages. On weekends, between 40 and 60. It still did not publish on Mondays.

On December 24, 1969, the main edition included a gift for children, Lesbók barnanna (children’s book supplement). It featured four cut-and-fold pages full of fairy tales, cartoons, puzzles, riddles and activity ideas. It became a regular Sunday feature.

The early 1970s brought new columns and new voices. In Hugvekja (Reflections), known and unknown people shared views on life - sometimes with humor. Theater reviews were penned by resident critic Þorvarður Helgason. Readers could read about reporter mistakes, fire hazards or hotel soap shortages in Velvakandi, or vigilant reader reports. The main domestic news was placed in Innlent (domestic). A new feature, Spurt og svarað (questions and answers), allowed people to call the newsroom. Journalists answered submitted questions in the newspaper.

In January 1973, the Helgafell volcano erupted on the Vestmannaeyjar archipelago, destroying the town of the same name. No lives were lost, but damage was extensive. Morgunblaðið covered the tragedy under the headline Hamfarirnar í Vestmannaeyjum (disaster in the Westman Islands) and launched a relief effort.

In January 1974, the entertainment section added a daily horoscope, and the paper was forced to take a break from March 25 to May 11 due to another printers’ strike. The festive New Year’s edition was a "colorful gift" to readers. The cover featured a big photo of fireworks. Readers were pleased and asked for more. For years to come, only New Year’s covers were in color. The first color ads appeared five years later.

The main issue in 1974 was a new petition from Althingi (parliament), calling for the final withdrawal of US troops. But just like with color photos, Icelanders had to wait.

Eyjólfur Konráð Jónsson kept his promise and left to join parliament. Though asked to stay, he believed that holding two such important roles would harm one or the other. His editorial chair was taken by Styrmir Gunnarsson, who had been working in the main newsroom for two years.

For the next 34 years, Gunnarsson would make all key decisions at Morgunblaðið. Though a supporter of the Independence Party, he disliked how much politics and politicians filled the paper - and the newsroom - and how many journalists attended government meetings.

People were already saying around town that Morgunblaðið was the mouthpiece of the ruling party instead of being independent. The new editor decided to change that. The "divorce" happened in 1983.

He was called a social critic. His editorials addressed the problems of Icelandic society. He cared more about the struggles of fishermen or nurses than interviews with politicians. Over the years, he expanded social sections and introduced new ones:

• law for all
• satirical columns
• religious issues
• job advice and classifieds
• art news
• health
• ads and travel tips
• technology and science

From February 1979, color ads started appearing - first only in weekend editions. Later, they became more common. The December Christmas issue, number 285, included children’s color drawings sent to the paper.

Only in December 1984, with the launch of a modern printing press, did the first color photo appear. On December 23, issue 254, Santa Claus in red greeted happy children on the front page. The New Year’s edition also had a color cover.

In the following year, more colors were added. Starting in March, in Sunday editions, then in daily ones too. Only in 2000 did Morgunblaðið become fully colorful. But even the black-and-white photos were sharp and well formatted.

By then, Styrmir Gunnarsson had "organized" the paper.

• On November 2, 1983, on the 70th anniversary, the founding date was added under the title. The editorial outlined plans for both the newspaper and its publisher, which also marked 70 years.
• Journalists were no longer anonymous. Names or pseudonyms appeared under articles.
• Readers got to know foreign correspondents.
• Columns on similar topics were grouped, like Atvinnulíf (employment)
• Local news came from Sjávarháska, Akureyri and Landid.

A clear thematic layout of the entire newspaper was introduced:

• Fréttir (news)
• Fréttir: Evrópa (Europe news)
• Viðskipti (business)
• Innlent (domestic)
• Erlent (international)
• Listir (arts)
• Aðsendar greinar (guest articles)
• Peningamarkaðurinn (money market)
• Bréf til blaðsins (letters to the editor)
• Í dag (today, entertainment)
• Minningar (remembrances)
• Afmæli (birthdays)
• Fólk í fréttum (people in the news)
• Dagbók (diary)
• Útvarp/sjónvarp (radio/TV)
• Þjónusta (services)

This thematic layout remains in use today. Though some section names have been shortened or changed, the topics remain.

The second half of the 1980s brought historic events to Iceland. In October 1986, Reykjavik hosted a meeting between US President Ronald Reagan and Soviet leader Mikhail Gorbachev. For four days (October 11-14), Morgunblaðið covered the summit. The world looked to Iceland. It marked the beginning of the end.

Another landmark moment was the visit of Pope John Paul II. June 3 and 4, 1989, remain etched in the memory of many Icelanders.

Much to offer a world yearning for justice and peace... declared the front page headline on the first day of the visit. A full report appeared on pages 12-15, with photos and articles throughout the issue. The back page featured a report from the meeting with Prime Minister Vigdís Finnbogadóttir. After the meeting, the prime minister said, A remarkably warm and sincere man.

Nature and culture

The late 1980s and early 1990s marked the start of the computer age. Icelandic newspapers kept pace. As early as 1987, Morgunblaðið began publishing news, articles and memoirs in digital form under the name Gagnasafn Morgunblaðið. Ten years later, on February 2, 1998, the newspaper launched its first website - mbl.is. Thanks to a partnership with Streng hf, Morgunblaðið content was already available online in 1994. It was the first Icelandic newspaper to appear on the Internet.

In 1993, the second phase of the modern printing press and office complex was completed. The newspaper gained 7,000 square meters of space. The first issue from the new headquarters at Kringlan 1 was published on April 14, 1993. It was issue number 83, and the front page photo showcased the new building’s grandeur.

Morgunblaðið entered the new millennium modern, colorful and clear, with a circulation close to 50,000 copies - a strong result for sparsely populated Iceland.

The first issue of the new year in 2000 was published on Monday, January 3. It focused on major world events since 1913 that had been covered in the paper. Wars, space exploration, the fall of the Eastern Bloc, sports and cultural milestones.

Across 128 pages, it featured front pages from previous editions, highlighting key 20th-century moments.

Since Reykjavik had been named the European City of Culture for 2000, the topic dominated all Icelandic media. Concerts, exhibitions and meetings filled the calendar, and Morgunblaðið reported on the most important ones. Reykjavik’s slogan was Nature and culture. Celebrations launched on December 31, 1999, with a concert by an international choir featuring Iceland’s most famous singer, Björk. The report was published on January 4, 2000.

Despite another volcanic eruption (Hekla, late February to March, which disrupted the country), the first year of the new millennium was relatively calm for Iceland. But changes were underway at the paper. Matthias Johannessen announced his departure. On December 31, the front page featured an official farewell after 41 years of service.


Styrmir Gunnarsson steered the paper solo for the next eight years. Taking advantage of his respected colleague’s departure, he made several organizational changes. A year earlier, steps had been taken to reduce staff and consolidate roles. Technological progress allowed for streamlining production, yielding positive results. The editorial team followed suit.

• Karl Blöndal and Ólafur Þ. Stephensen became managing directors
• Sigtryggur Sigtryggsson, head of domestic news, was appointed assistant to the directors and liaison with the editor-in-chief
• Björn Vignir Sigurpálsson became head of all news departments
• Hallur Þorsteinsson, news reporter, was assigned the business section
• Agnes Bragadóttir, news journalist, also took over the parliamentary and domestic affairs sections
• Orri Páll Ormarsson, political science and media graduate, became head of the cultural section
• Guðbrandur Magnússon, production manager and editor, oversaw printing and technical departments

The reorganization plan was created and led by Árni Jörgensen, who had been responsible for design and presentation since May 1984. He was also tasked with managing new projects for Morgunblaðið. Not everyone welcomed these changes. Several journalists left with the former editor, others after the restructuring. At the time, the newsroom, printing and all departments employed 150 people.

The new structure and staff changes were announced in the January 3, 2001 issue. That day the paper itself had a new look. The paper quality changed, giving photos more vivid color. Pages had wider margins.

On September 11, like the rest of the world, Iceland stood still in horror. The next day, above the title, the newspaper read: Tólf síðna blaðauki um árásina á Bandaríkin (Twelve-page supplement on the attack on the USA). In the following weeks, US-related news dominated coverage. A new discussion section was introduced: terrorism. It had been mentioned before, but not loudly. The time had come to shout.

From November 2, 2002, readers saw a navigation bar under the masthead - showing the title and page of the article of the day. International and domestic news now shared the front page. Until then, page one belonged to world news. Page two featured article previews, continued deeper in the issue. This made browsing easier. These small changes marked the newspaper’s 89th birthday. The aging paper still had readers looking forward to its centennial.

Two months later came another gift. On January 6, 2003, the Monday edition returned. Árvakur’s management did so with a bit of anxiety, due to production and distribution changes, extra vacation days, earlier Saturday edition deadlines.... But a survey had shown 72% of readers wanted Monday papers, so the decision was final... After 84 years, Morgunblaðið would publish 7 days a week.

Another turning point came in 2008, driven by the economic crisis and collapse of Icelandic banks. In Morgunblaðið, political cartoonist Sigmund Jóhannsson Baldvinsen had been lampooning bankers and politicians for nearly a year, but tensions ran high nationwide and in the newsroom. In June 2008, Styrmir Gunnarsson resigned as editor-in-chief. He had worked at the paper for 43 years, 36 as editor. A lawyer by profession, his passion was economics and finance, especially in the fishing industry. He had predicted trouble - but no one listened...

From June 3, one of his deputies, Ólafur Þ. Stephensen, temporarily took over.

Árvakur’s financial problems worsened, prompting a partial sale of shares. A group of companies acquired them:

• Guðbjörg Matthíasdóttir bought shares through Hlyn A and Ísfélag Vestmannaeyja. Together, three companies held 25.5%.
• Íslenskar Sjávarafurðir, owned by Kaupfélag Skagfirðingar, bought 19.4%.

A year later, in September, a scandal erupted. The new editor-in-chief was announced: former Central Bank governor and politician Davíð Oddsson.

Oddsson had dabbled in journalism in his youth. Most of his adult life was spent in politics: mayor of Reykjavik, prime minister, foreign minister, and from 2005 to 2009, Central Bank governor. He was dismissed after the banking crash. Responding to criticism of his new role, he said: Morgunblaðið relies on critical voices, so that everyone can form their own opinions based on all perspectives.

Oddsson had always been aligned with the Independence Party, so some believed he had been a "behind-the-scenes publisher" even during the paper’s claimed neutrality. The paper now faced a serious challenge to prove its independence.

Alongside Oddsson, Haraldur Johannessen, economist and editor of Viðskiptablaðið, was appointed to a top editorial role. Both men showed up at work on September 25, 2009, at 9:30 a.m. and... sadly announced layoffs. Thirty journalists lost their jobs and ten contract workers did not have their agreements renewed.

The new editors also announced a partnership with the TV station Skjár 1 to launch a new news program: We will continue to report honestly and impartially on everything that matters. Nothing will change...

Nature and culture

In 2010, the Althingi investigative commission published a report on the banking collapse, created with major input from Morgunblaðið journalists. Critics claimed this was unfair, since one of the accused was Oddsson. He stated he had not taken part in the report’s preparation, which included the following claim: ...that the owners’ goal in hiring Davíð Oddsson was "to engage in opinion messaging and defend specific interests rather than to ensure professional and honest oversight".

Over time, the controversy faded, and on November 2, 2013, everyone celebrated Morgunblaðið’s 100th anniversary. There were congratulations, flowers, memories and interviews, all covered in three special editions published on November 2, 3 and 4, totaling 248 pages.

In December 2014, Haraldur Johannessen remained editor-in-chief of Morgunblaðið and also became managing director of Árvakur.

Tensions seemed to ease and the newsroom returned to normal. But Árvakur, employing nearly 300 people, was in trouble. In 2016, it posted a loss of 50 million ISK. A year later, the loss reached nearly 284 million. In September 2019, Johannessen and Oddsson told their own paper that... "extensive measures had been taken to streamline operations". These turned out to be layoffs.

Journalists at the mbl.is website, joined by colleagues from other company units, announced a strike on November 8 from 10:00 to 14:00. Sports reporters from Morgunblaðið joined them. Though the strike followed legal procedure, "strikebreakers" appeared at some desks by the employer’s request. Chaos followed.

We, the undersigned journalists and editors from the mbl.is news and sports teams, express our disappointment in these actions and the attitudes toward our legally declared strike. We believe such conduct discredits mbl.is and especially its journalists, who strive to do their jobs honestly and professionally. We are not responsible for the news and reports published on mbl.is during the legally declared strike.


Eighteen journalists signed the letter to management. On November 28, they were all fired with immediate effect. Among them were:

Anna Lilja Þórisdóttir, national and international news journalist with 10 years of service, Guðmundur Hilmarsson, sports journalist with 20 years at the paper, and Emilía Björnsdóttir, photo editor since 1974.

Despite the turmoil and further strikes, layoffs continue to happen. The Oddsson-Johannessen duo still leads Morgunblaðið. And despite declining circulation, it remains Iceland’s most popular and widely read paper.

It has two supplements that have evolved over time: Barnablaðið, a weekly children’s paper that debuted on January 1, 2014, and Morgunblaðið Sunnudagur, the Sunday edition launched on September 23, 2012. It also publishes its own puzzle series, Krossgátur Morgunblaðið (Morgunblaðið crosswords). Seven crossword books (first in 2020) and two sudoku books have pleased many puzzle fans.

The paper is active on social media. It’s available on phones and tablets and has loyal subscribers. Journalists write blogs, and the archive Timarits.is provides access to all issues from 1913 to 2017. It includes former supplements no longer in circulation. The paper also owns a large digital photo archive available for purchase.

For a media retiree, Morgunblaðið is holding up well, though its circulation has dropped by two-thirds compared to a decade ago. Perhaps due to free Thursday editions, or the pandemic. In 2023, Morgunblaðið will celebrate its 110th anniversary. We’ll see how it`s doing then. For now... best of luck.

Timeline of Morgunblaðið

• 1913, November 2 - First issue of Morgunbladid published
• 1913, November 17 - First illustration
• 1913, November 21 - First photo
• 1919, June - Árvakur becomes Morgunbladid’s owner
• 1919, June 30 - Last Monday edition
• 1919, July 8 - New design of the paper
• 1923, January 5-February 11 - Strike forces Morgunbladid to appear as a typed leaflet
• 1926, January 10 - Sunday supplement Lesbók
• 1927, May 8 - First cartoon joke
• 1927, November 9 - First children’s comic
• 1928, January 3 - Name changes to Morgunblaðið
• 1928, February - First adult comic
• 1928, December 28 - Chess corner appears
• 1931, December 20 - Blue color used in the paper
• 1933, December 10 - Red color added
• 1938 - First crossword puzzle
• 1939, September 4 - Special Monday edition after a long break
• 1940, April - British invasion of Iceland dominates the paper
• 1941, July - Occupation shifts to the Americans
• 1943, June 1 - Ads removed from the front page
• 1944, June 17 - Special issue celebrating Iceland’s independence
• 1956 - Editorial team split into three departments (three editors-in-chief)
• 1956 - New office location (Aðalstræti 6)
• 1959 - First Icelandic comic published
• 1963, November 2-10 - Strike cancels anniversary edition
• 1963, December 11-20 - Another strike halts publication
• 1974, January - Daily horoscope begins
• 1974, March 25-May 11 - Another strike halts the paper
• 1974, December 31 - First color front page
• 1984, December 23 - Color photos appear (besides the cover)
• 1987 - "Gagnasafn Morgunblaðið" - First digitized articles and news
• 1993, April 14 - First issue printed in new headquarters at Kringlan 1
• 1998, February 2 - Website mbl.is launches
• 2000, January - Full-color newspaper edition begins
• 2001, January - New editorial structure
• 2002, November 2 - Visual redesign
• 2003, January 6 - Monday edition returns
• 2008 - Árvakur sells part of its shares
• 2009 - First mass layoffs
• 2013, November 2 - Morgunblaðið’s 100th anniversary
• 2019, November 8 - Strike by Mbl.is and sports journalists
• 2019, November 28 - Retaliatory layoffs
• 2020 - Free Thursday edition introduced

sources:

• https://www.mbl.is/greinasafn/grein/1486472/
• https://www.press.is/is/um-felagid/felagarnir/bladamannaminni/olafur-bjornsson
• https://is.wikipedia.org/wiki/Morgunbla%C3%B0i%C3%B0
• https://timarit.is/page/1194992#page/n0/mode/2up
• https://www.press.is/is/um-felagid/felagarnir/bladamannaminni/arni-ola
• https://notendur.hi.is/~gylfason/Thorsteinngisl.htm
• https://www.althingi.is/altext/cv/is/?nfaerslunr=323
• https://web.archive.org/web/20150319173635/http://www.forlagid.is/?p=5631
• https://www.press.is/is/um-felagid/felagarnir/bladamannaminni/ivar-gudmundsson
• https://www.mbl.is/greinasafn/grein/320625/
• https://www.mbl.is/greinasafn/grein/1485891/
• https://www.visir.is/g/20212145685d
• https://www.mbl.is/frettir/innlent/2009/09/25/nyir_ritstjorar_til_starfa/
• https://www.althingi.is/altext/cv/is/?nfaerslunr=106
• https://www.vb.is/frettir/haraldur-verdur-framkvaemdastjori-arvakurs/112499/?q=Haraldur%20Johannessen
• https://web.archive.org/web/20130627064101/http://grapevine.is/News/ReadArticle/David-Oddsson-coeditor-of-Morgunbladid
• https://www.visir.is/g/2019191108885/lysir-klarum-verkfallsbrotum-og-skilur-ekkert-i-stjornendum-morgunbladsins-og-ruv
• https://www.visir.is/g/20191428223d
• https://www.visir.is/g/20191000348d
• https://kjarninn.is/frettir/lesendum-morgunbladsins-og-frettabladsins-faekkad-um-20-prosent-fra-midju-ari-2019/