Kit started in 2015 as a site that made journalism adapted for social media. Earlier this year, it was announced that Kit will be part of a newly launched agency network under Bonnier's management, writes Dagens Media.

Now CEO and responsible publisher Linda Öhrn Lernström tells the newspaper that the word "journalism" is removed from the business.

“During the establishment of the Real agency group, it has become increasingly clear that Kit's experience and knowledge of mobile media play an important role in the agency network. Kit no longer does traditional news journalism, ”she writes in an email.

Lost audience

In 2016, Kit reached 600,000 people a day, according to the then editor-in-chief Robert Brännström. In 2017, the site's sports reporters Jenny Agö and Jacob Nyström were nominated for the Grand Journalist Prize for “breaking up and repackaging in an ancient genre, where everyday life and society play a bigger role than who won”.

In 2018, Kit was one of several media that participated in the initiative Faktiskt.se to review political statements before the election.

According to Breakit tech site, Kit lost a large portion of its audience when Facebook changed its algorithm settings.