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

Johan Danckwardt
Survey of newspaper production flow for e-paper Appendix
Interview with Kjell Carnbro
Editor in Chief at Sundsvalls Tidning (2005-04-20)
(Translated from Swedish to English)
E-paper as a product, what can it do for Sundsvalls Tidning?
Kjell Carnbro is not involved in the e-paper project at Sundsvalls Tidning but he is positive to
all new forms of distribution of a future e-paper product. As he sees it, Sundsvalls Tidning are
looking at too ways of forming the e-paper product. The first way is to duplicate the existing
paper product, in this case the risk of failure is high because of lack of adding value to the
existing formats. The other way is to see the e-paper product as a complementary to the paper
product. Today the newspapers webpage is seen as a complement to the paper product.
When the product is ready to launch which are the target groups Sundsvalls Tidning
should head for?
The first target group Kjell Carnbro can think of is the travelling business man/woman. The
optimal would be that the people out on the country side would adapt the new technology
because of the high costs for distribution to those areas. The problem with this target group is
that the average age is quit high and reluctance to adapt new technologies, they like having
their paper product in their hands.
Will services you offer on your webpage have a place in the e-paper product?
As the development have been with e.g. the classifieds, more of this market has moved from
the newspapers to different marketplaces on the web. One of these places are blocket.se. If the
e-paper product will have built in interactivity the classifieds will be a important part of the
e-paper because of the added value to the reader.
Should subscribers have more choices of subscription types, or should the subscribers
have the same choices as today?
As it is today the readers can not choose which parts of the newspaper they will get in their
mailboxes, they get it all. To make the e-paper a more interesting product the subscribers
should have the ability to choose what to subscribe for. It would be great if you subscribe to
Sundsvalls Tidning and are interested in the pages with politics, you also could receive the
political response from Dagbladet. When building this new product it is important to listen to
the readers for what the wishes are. The multitude idea is part of the democratic commission.
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