Survey of Newspaper Production Flow for E-paper - Kungliga ...
Survey of Newspaper Production Flow for E-paper - Kungliga ...
Survey of Newspaper Production Flow for E-paper - Kungliga ...
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Johan Danckwardt<br />
<strong>Survey</strong> <strong>of</strong> news<strong>paper</strong> production flow <strong>for</strong> e-<strong>paper</strong> Appendix<br />
Interview with Lars Törnblom<br />
Head <strong>of</strong> market and business department at Sundsvalls Tidning(2005-04-20)<br />
(Translated from Swedish to English)<br />
How do you think the <strong>for</strong>m <strong>of</strong> advertisement will look in a future e-<strong>paper</strong>?<br />
I think the advertising in a future e-<strong>paper</strong> can take any <strong>for</strong>m. I do not think that Sundsvalls<br />
Tidning should have any restrictions regarding how the advertiser wants to present their<br />
advertisement. All depends on which commercial level the advertiser seeks <strong>for</strong>.<br />
Do you think there will be a market <strong>for</strong> personalized advertising?<br />
I think that there is a market <strong>for</strong> personalized advertising but there are a lot <strong>of</strong> issues to solve<br />
be<strong>for</strong>e Sundsvalls Tidning is ready <strong>for</strong> this kind <strong>of</strong> advertising. How do you fix the price on a<br />
personalized advertisement? Today the advertiser pay with the knowledge that the news<strong>paper</strong><br />
have 100.000 readers, but only 10 % is from the right target group. Could Sundsvalls Tidning<br />
justify that the advertiser pays ten times the amount if the e-<strong>paper</strong> displays the advertisement<br />
to 10.000 people from the right target group? Today Sundsvalls Tidning fix the price <strong>of</strong> the<br />
advertisement on the basis <strong>of</strong> how big the advertisement is could you do this in an e-<strong>paper</strong><br />
version? Sundsvalls Tidning got to listen to their customers what their intentions are<br />
regarding the advertising.<br />
I don not think we are ready to develop a market model be<strong>for</strong>e the e-<strong>paper</strong> product is ready to<br />
be displayed to the audience. Today there are a lot <strong>of</strong> local customers that are advertising in<br />
the news<strong>paper</strong> that do not have need to advertise on the web. How will we attract theses<br />
customers to the e-<strong>paper</strong> product?<br />
Are there any services from Sundsvalls Tidnings webpage, that you think have a place in<br />
the future e-<strong>paper</strong>?<br />
Today Sundsvalls Tidning have the Marknadsplatsen (Market place), in a future e-<strong>paper</strong><br />
product this service should be in another <strong>for</strong>m. May be there is an idea to connect different<br />
category’s to positions in the e-<strong>paper</strong>. If we in the future decide to use pictures to the<br />
classifieds this should also be the case in the e-<strong>paper</strong>. You should also have the possibility to<br />
search among the classifieds as it is on the web today.<br />
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