Den lokala morgontidningens annonsavdelning idag och för 15 år sedan : En undersökning baserad på intervjuer av representanter vid sex lokala morgontidningar

Sammanfattning: During the last 15 years the Swedish media market has developed a great deal, thanks to the rise of new media. Literature, articles and investigations have contributed to producing the chapter of background of this essay. How the local newspaper and its organization has changed over time is being accounted in this essay. From the newspaper being the only product on the market to now having a spread out product portfolio. By doing the qualitative interview with research representatives of six local newspapers the aimis to answer the following questions: Who were your competitors 15 years ago? Who are your competitiors today? In what way has the increased competition changed your way of working at the division of advertisement and how do you consider the the increase of mediachannels having affected the customer? How do you see the future? The main results show that all six representatives agree on the fact that the competition has increased during the last 15 years. To be able to survive on a tougher market it is necessary to have a product portfolio containing other media apart from the newspaper. All six representatives mention the importance of parallel publication. The result of this research also shows on discrepancies in customers awareness.