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E-tidningens attraktionskraft på annonsörerna: En flört eller början på ett varaktigt förhållande?
Halmstad University, School of Information Science, Computer and Electrical Engineering (IDE).
Halmstad University, School of Information Science, Computer and Electrical Engineering (IDE).
2004 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [sv]

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.

Place, publisher, year, edition, pages
Högskolan i Halmstad/Sektionen för Informationsvetenskap, Data- och Elektroteknik (IDE) , 2004.
Keywords [sv]
Elektronisk publicering, Webbtidningar, E-tidningar
Identifiers
URN: urn:nbn:se:hh:diva-1834Local ID: 2082/2229OAI: oai:DiVA.org:hh-1834DiVA, id: diva2:239052
Uppsok
Social and Behavioural Science, Law
Available from: 2008-09-02 Created: 2008-09-02 Last updated: 2008-09-02

Open Access in DiVA

fulltext(555 kB)76 downloads
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File name FULLTEXT01.pdfFile size 555 kBChecksum MD5
0bcbdb6b09e4f9613ad4ae8563243b6da48cdbfb2ef620a6659fbad770f2e91ca3baaad69f66f838c005fa403a13ba5addd35bb139b0238cdb190e0c78c121940b8e479f8a9f4e632999cd00a4d17695
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf