Svensk Dagspress - Dressed for Success?
En kvalitativ undersökning om dagstidningens framtida utveckling i sökandet efter en fungerande affärsmodell
The digitalization of the media industry has involved great changes for the Swedish daily press. Instead of subscribing on a daily newspaper, more people tend to read newspaper's free edition online. The recent recession has contributed to strike hard against the newspaper's economy. This is the problem our research is based upon. How will the newspaper develop and which measures have to be done to get a well functioning business model that is suited for future conditions?We have made qualitative interviews with Swedish newspapers: Göteborgs-Posten, Norrköpingstidningen, Sydsvenskan and with the danish newspaper Politiken. To widening the view, we have also made several interviews with well-placed observers, both domestic and foreign.The results show, that in order to get the daily press financially stable, the content within the newspaper has to be even more target oriented in order to attract both readers and advertisers. The results also show that it is important for the newspaper to separate the content of the paper-edition from the online-edition. That is, the free online-edition should not entirely replace the traditional paper-edition.We claim that successful daily press newspapers will in the future use a wider spectra of media-channels. The daily press will act more as a brand with the goal to produce high quality news in several different media-channels.