OBS! was established by a group of Swedish journalists, including Arvid Fredborg, Th Åke Leissner and Gunnar Unger, in 1944 with the financial assistance of the International Freedom Academy based in Vienna.[1][2] Its first issue appeared in April that year.[1][3] The magazine was published on a biweekly basis, and its stated aim was to promote a sound economy and free enterprise.[3] Arvid Fredborg was its founding editor.[1] The first editorial was written by Gunnar Unger who became the editor of the magazine in 1949.[3] The other founder, Th Åke Leissner, also published articles in OBS! under a pseudonym.[1] Ove Dahlstrand was among the illustrators of the magazine.[4]
The covers of the magazine contained caricatures of the leading politicians, movie stars and other well-known personalities.[3] The magazine featured economy-oriented articles, but its political content was much more prominent.[3] The editor of OBS!, Gunnar Unger, described the magazine as an "avantgarde organ in the anti-socialist propaganda."[3] The magazine frequently criticised the social democrat policies and supported the development of the Swedish industry.[3]
Following the first year OBS! sold 20,000-25,000 copies.[3] The financial assistance of the International Freedom Academy continued until 1953.[2] Then, the magazine was financed by businessmen until its demise in 1955.[3]
OBS! has inspired various conservative magazines one of which is Contra.[5]
