Den tryckta pressens framtid i en digital miljö
Med Nya Wermlands-Tidningen som exempel
The research in question examines whether a newspaper benefits from its activity on the Internet and if so - how. Today, the morning press is relatively stable, but tendencies show that there?s a decrease amongst regular readers. The extension of this may jeopardize the position of the morning newspapers in the market and several newspapers choose to publish their content on the Internet. An Internet activity is foremost about keeping the position in the market, not to make an economical profit, and to compete at the same terms with free newspapers and news sites. Later, advertisers have drawn their attention to the Internet which means that the conditions of financing a webpage are improving.As a part of the paper, we have been commissioned by the editor in chief at the Nya Wermlands-Tidningen, Staffan Ander, to investigate how their website currently is presented, what the users think of the website and what the future possibilities are for the website. The results are based on a questionnaire that 345 subscribers participated in. Thus isn?t the results representative for the whole readership of the Nya Wermlands-Tidningen. There are tendencies that articulate that there is a vague interest in the website in its current form. This is derived from the subscribers? opinion that the website is superfluous in its current state and that the website is poorly marketed, which could explain the lack of interest.The conclusions are that the Nya-Wermlands-Tidningen at the moment is unthreatened as the leading newspaper in the county, but it?s a good investment in the long-term to further develop the website partly to get hold of the younger generation of readers who doesn?t have a strong tradition of reading newspapers. Furthermore, the website is in need of a more active marketing.