E-tidningens attraktionskraft på annonsörerna : En flört eller början på ett varaktigt förhållande?

Sammanfattning: 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.