The technical development is advancing at high speed and now the turn has come for the traditional paper to digitalize into the so called e-paper. The newspaper industry has started to investigate the future possibilities of publishing the traditional newspapers on e-paper. Today’s newspapers are mostly financed by advertisement incomes, which makes the advertisers important players, who must be taken into consideration at an introduction of the e-paper. Since the e-paper does not exist as a finished product in the market today, in this essay we look into what kind of functions or services that can attract advertisers to the e-paper on the basis of the experiences made with the breakthrough of the web-newspapers. The study was carried out by interviewing advertising managers at five well known Swedish newspapers that have both a paper and a web edition. Our conclusions were that the e-paper is seen as a complement to the medias of today and must be able to offer something in addition to what is already offered by the medias today. Some characteristics/functions for example colour, sound and moving pictures have appeared as prerequisites or at least very important. If the readers are there, the advertisers will automatically be attracted to the e-paper to be where the readers are. Reduced print and distribution costs have been mentioned in articles as an important driving force for replacing the traditional newspaper with the e- paper. This driving force has not at all been cleared in this study. It will probably take at least 10 years before we have a functioning, profitable channel in the e- paper.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hh-1834 |
| Date | January 2004 |
| Creators | Bjällö, Anna, Sigurdsson, Anders |
| Publisher | Högskolan i Halmstad, Sektionen för Informationsvetenskap, Data– och Elektroteknik (IDE), Högskolan i Halmstad, Sektionen för Informationsvetenskap, Data– och Elektroteknik (IDE), Högskolan i Halmstad/Sektionen för Informationsvetenskap, Data- och Elektroteknik (IDE) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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