Survey of Newspaper Production Flow for E-paper - Kungliga ...

Johan Danckwardt
Survey of newspaper production flow for e-paper Appendix
Interview with Hans Westin
Managing Director at Sundsvalls Tidning (2005-04-20)
(Translated from Swedish to English)
E-paper as a product, what can it do for Sundsvalls Tidning in a period of three years?
Within three years I think we can attract the early adopters. This is he group how is not shy to
try on new products and technologies. I do not think this will change the everyday life on the
newspaper. In terms of number of subscribers of an e-paper I think that we maybe will have
500 subscribers of an e-paper edition within three years. At first the e-paper will function as a
complement to the existing newspaper. To make the e-paper a success there are several issues
to solve, for example the update when changing pages or images must be faster so that the
e-paper in the future will be able to show moving images. When these issues are solved we
can start building a business model.
What is your vision regarding e-paper?
My vision is that the e-paper will take care of the opportunities of the newspaper. The product
must be easy to grasp to find the content that attracts the consumer. In the extension the
e-paper will cut on expensive costs such as delivering to countryside, printing costs,
investment in printing equipment. Today a lot of money are spent on printing and delivery of
the newspaper, if these cost where minimized maybe Sundsvalls Tidning would be able to
keep half of the Subscription income. Besides this it is important to secure if possible the
income from the advertisers.
Which are the main target groups as you see it?
The main target group as I see it is the subscribers on the countryside. The problem today is
that this target group has a high average age. Sundsvalls Tidning must retain the relationship
with the readers of the web edition. Maybe Sundsvalls Tidning can offer the e-paper to the
frequent web readers. Then we have the business men that often are travelling and the people
living abroad.
How will Sundsvalls Tidning present the product to the public?
It is important that Sundsvalls Tidning present the e-paper as a unique product. But how do
you present a unique product that is new on the market? When the television was introduced
to the audience it was described as if you blindfold your eyes it is as listening to the radio. It
is important the product is easily described to the audience. Maybe it could be described as a
product that makes life a little simpler.
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