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