3 2 · d e t e k t o r i n t e r n a t i o n a l
Anniversary
AR Media International was founded in 1990 the same
year the first issue of Detektor magazine was launched
for the Swedish market. Founder Lennart Alexandrie
reflects on three and a half decades of innovation, chal-
lenges and milestones.
When asked about this 35-year
journey, the publisher answers
almost instinctively:
"Being part of such a dynamic
industry has been incredibly
exciting. I've also had the privilege
of working with a fantastic team
whose competence and dedica-
tion have continuously driven AR
Media's development forward."
"I've been fortunate to work
together with our Sales Manager,
Deniz Baykal, for 27 years and
with our Production Manager,
Marika Thelenius, for 32 years.
Continuity and stability are so im-
portant for a company especially
in an ever-changing world."
Early challenges
and breakthroughs
AR Media began during an
economic recession but sur-
vived by attracting international
manufacturers who were willing to
support their Swedish distributors'
advertising in Detektor, which at
that time focused solely on the
Swedish market.
"It meant a lot of travelling
across Europe to fill the distribu-
tors' advertising budgets usually
by train, which was by far the
cheapest way to travel back then,"
recalls Lennart Alexandrie.
Educational book
and digital expansion
Among the company's early
achievements was the publication
of the educational book Svensk
Säkerhet (Swedish Security),
which was used in security train-
ing for over a decade, as well as
the launch of the digital news
portal Securityworldmarket.com
in 1998.
Securityworldmarket was the
first online publication in the
security industry providing daily
news updates.
In 2001, the compact security
event Sectech was introduced in
Sweden, further strengthening
the company's position within the
industry.
Pioneering publications
Detektor was also the first publica-
tion to report on network-based
video surveillance after a visit from
Axis founder Martin Gren, who
demonstrated the world's first
network camera.
"Many in the industry were
upset when we predicted a bright
future for IP-based technology
but we were right," Alexandrie
recalls.
The company also coined the
term Security as a Service (SECaaS)
in 2007 a concept that is now
widely used across both the digital
and physical security markets.
Advocacy and influence
Through their think tank SNOS,
founded in 2011, AR Media
worked to promote more liberal
camera surveillance laws in Swe-
den. They introduced new termi-
nology such as security camera and
safety camera to replace surveil-
lance camera, helping to shift both
public and political perceptions of
the technology.
The conference The Safety
Camera Day brought together
industry leaders and politicians to
discuss privacy and public safety.
"The event played a key role
in influencing legislation," says
Alexandrie.
SNOS also commissioned
independent meta-studies dem-
onstrating the crime-preventive
effects of cameras research that
was later used as a foundation for
government reforms.
When the government intro-
duced a new, much more permit-
friendly law on the use of camera
surveillance, SNOS was appointed
as one of the consultation bodies.
Recognition and
industry leadership
In 2005, Securityworldmarket.com
and Detektor were ranked as the
most recognised and regularly used
security trade media in EMEA and
Scandinavia. Behind the report was
the highly respected market analysis
firm IMS Research. The results
were based on a global survey sent
to 600 security professionals.
"Our media brands were also
ranked among the top in the UK
and North America, which made
us incredibly proud. To achieve that
level of recognition within just a
few years exceeded all our expecta-
tions," says Lennart Alexandrie.
AR Media was also a driving
force behind the creation of a
unified Swedish security industry
organisation. Through their media
platforms, they strongly advocated
replacing the former trade body
with a more proactive organisation.
When that transition took place,
Alexandrie became one of three
independent industry experts in
the reference group that together
with leaders in the security industry
went on to found Säkerhets-
branschen (the Security Industry
Association).
"It was a very exciting time to
be part of shaping a stronger voice
for the Swedish security industry,"
he concludes.
AR Media International and
Detektor celebrate 35 years
The founder and publisher of AR Media International Lennart Alexandrie
looks back on 35 years in the security trade publishing and events business.
Production Manager, Marika Thelenius, the
backbone of AR Media, since 32 years.
A well-known face. Sales Manager Deniz
Baykal has been with AR Media for 27 years.