This paper reports the development of design visions for the future electronic (e-) newspaper. The ambition is to bring together the features of printed newspapers with the possibilities of online media. In an engaged design science research project we together with representatives of the newspaper industry and newspaper readers identified the three design challenges genre awareness, stress and lack of control, and obstruction. We also developed the guiding design metaphor of a calm e-reading experience and three design principles provision of media recognition support, support for user control, and support for focus on content. The design principles were evaluated through e-newspaper prototypes and on this basis we revised the design principles which led to a design theory for e-reading solutions on and for digital media.