oplaget

Opplaget is a term used in Danish and Norwegian publishing to denote the circulation or print run of a publication. The definite form oplaget refers to the number of copies produced and distributed for a specific edition, such as a newspaper, magazine, or book release. It is a traditional metric used to gauge a publication’s reach and market presence.

In practice, oplaget encompasses several related figures. The printed run is the total number of copies printed; distribution figures describe how many copies are distributed to retailers, subscribers, or other channels; and sales figures indicate how many copies are actually sold. Publishers and advertisers commonly use these numbers to assess audience size, negotiate advertising rates, and plan distribution strategies. In many markets, the accuracy of oplag figures may be audited by independent bodies, though practices vary by country and publication type.

Over time, the emphasis on oplaget has evolved alongside digital media. While print circulation remains a key historical metric, publishers increasingly supplement it with digital readership data, paid subscriptions, and audience surveys to reflect contemporary reach. The term is most closely associated with print-focused publications in Denmark and Norway, and its usage underscores the traditional role of print runs in assessing a publication’s size and market impact. See also: circulation, print run, media metrics.