Newspaper in a Changing Media WorldDEPARTMENT OF JOURNALISM AND MASS COMMUNICATION (JMG) ISBN:...

I 30 år har forskningsprogrammet THE NEWSPAPER RESEARCH PROGRAMME vid Göteborgs universitet följt dagstidningsläsningens utveckling i Sverige, genom årliga undersökningar. Det var den ökade konkurrensen från andra medier – framför allt starten av lokalradion – som ledde till att frågor om dagstidningens ställning bland publiken blev aktuella på ett mer direkt sätt än vad som tidigare varit fallet. Då var konkurrensen trots allt liten, men genom åren har den ökat kraftigt. Särskilt det senaste decenniets förändringar i medielandskapet gör att frågan om dagspressens ställning är brännande aktuell. De årliga under-sökningarna har gett unika data och unik kunskap om dagstidningarnas marknadsvillkor, dess förhållande till läsare och andra medier.

I denna publikation presenteras såväl THE NEWSPAPER RESEARCH PROGRAMME som de olika forskningsområden som programmet årli-gen studerar. Tonvikten ligger på förändringar i dagstidningsläsningen över tid och hur dessa kan förklaras utifrån ett samhälls-, bransch- och individperspektiv.

De 30 år av forskning som presenteras har resulterat i stor kunskap om dagspressen och dess läsare – en kunskap som i ett internationellt per-spektiv är helt unik.

DEPARTMENT OF JOURNALISMAND MASS COMMUNICATION (JMG)

ISBN: 978-91-88212-60-3ISSN: 1101-4652

THE NEWSPAPER RESEARCH PROGRAMME

Newspaper in a Changing Media World

Swedish Trends

Josefi ne Sternvik, Ingela Wadbring and Lennart Weibull (eds.)


Department of Journalism and Mass Communication, University of Gothenburg

© EDITORS: Josefine Sternvik, Ingela Wadbring and Lennart Weibull COVER AND EDITING: Josefine Sternvik TRANSLATION: Judith Rinker

PRINTING: Livréna Grafiska AB, 2008

ISBN: 978-91-88212-60-3 ISSN: 1101-4652

TABLE OF CONTENTS

Introduction……...………………………………………………………………………..…....……. 3

The Newspaper Research Programme – a short presentation…..……… 4

Swedish newspapers: structure and development………….....………...……. 5 An international perspective Swedish media context The newspaper market Format change

A model for audience studies...…………………….…………………..…………....……. 11

Reading of daily newspapers – range and habit……...…...……………....…….13 The use of news Newspaper reading Reading free dailies Reading newspapers on the Internet The use of news in the mobile phones Generations of newspaper readers Reading newspaper content

Attitudes toward dailies and their content……...…………………………....……. 23 Media confidence Confidence in media content Evaluation of newspaper´ content Evaluation of household subscription Attitudes toward advertising Journalist’s view of the public

Contributors and contact information, 2008…………...………….………....……. 32


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3

INTRODUCTION

The Swedish Newspaper Research Programme (Dagspresskollegiet) is an internationally unique research effort, located at the Department of Journalism and Mass Communication. Based on annual surveys with representative samples of the Swedish population the programme has during almost 30 years studied trends in newspaper reading and analysed social, political, cultural and technical factors influencing newspaper readership, including use of upcoming media platforms.

For the 61st World Newspaper Congress and The 15th World Editors Forum in Göteborg 1‐4 June 2008 we have compiled a small overview of findings from studies within The Newspaper Research Programme, including long‐term trends and comments on them. As an introduction we also present some background data on the Swedish press from other sources.

Göteborg in May 2008

Ingela Wadbring

Lennart Weibull

Josefine Sternvik


4

THE NEWSPAPER RESEARCH PROGRAMME – A SHORT PRESENTATION

The Newspaper Research Programme (in Swedish: Dagspresskollegiet) is a long‐term research programme at the Department of Journalism and Mass Communication (JMG), University of Gothenburg. It was started in 1979 after an initiative from the Association of Swedish Newspaper Publishers (TidningsUtgivarna), which from the start has been the main sponsor of the research.

The central research issue for the Newspaper Research Programme has from its start been to follow the transformation of the Swedish print media’s societal standing over time. The focus is on readership development, especially what factors explain the position of newspapers among the readers and their relation to other media. Political, economic, cultural and technical factors affecting newspaper development are studied.

THE NEWSPAPER RESEARCH PROGRAMME has conducted research on the daily press and

its readers for

30 years

The programme conducts annual surveys of the Swedish media audience. In addition, the research programme studies specific problems in cooperation with the industry, for example changes in media habits among the youth. The long‐term readership series are internationally unique and allow for new types of analyses, for example concerning the significance of changes in society for the reading of daily papers and possible generation effects.

The Newspaper Research Programme has produced numerous academic and professional publications ‐ books, articles and reports ‐ over the years. The current volume presents some examples from the 30 years of newspapers research in Sweden. The presentation also includes some background data on the structure of the Swedish press based on research on sources like World Press Trends, Tidningsstatistik AB and Mediebarometern, an annual survey on audiences of all Swedish media, carried out by the Nordicom Research Centre, University of Gothenburg.


5

SWEDISH NEWSPAPERS: STRUCTURE AND DEVELOPMENT

Since the start of the Newspaper Research Programme the conditions for daily papers have changed. The political and economic conditions of the newspaper industry are completely different today compared to when the first readership surveys were conducted 30 years ago, not least due to the establishment of new media. The long‐term approach of the research programme means that it has been possible to analyse effects of changes in media market on reading behaviour as well as to focus on what lies behind changing readership.

It has also been of great interest to follow the Swedish newspaper development in an international perspective. In an increasingly globalized world, it is also necessary to place the Swedish daily paper market in an international perspective.

An international perspective In Sweden, a daily paper is normally defined as a general newspaper that is published at least once a week. This means that from an international perspective the Swedish daily press has a relatively high number of titles in relation to the population (figure 1).

From a historical perspective, Swedish newspaper development is dramatic when compared internationally. In the space of just over a century, Sweden, as well as the other Nordic countries, has gone from being a weak newspaper country in the European periphery to being an international leader in daily paper dissemination, even if there has been a certain decrease during recent years.

Sweden has

466 copies of newspapers sold per 1000 adult inhabitants,

2007

Party affiliation for many decades characterised the newspaper profiles. Although the news today is less influenced by party connections, there is still a more general political signature on the editorial pages.

A distinctive feature of the Swedish press is the strength of local newspapers; while the press’s renewal during the second half of the 1900s affected the capitals or other larger cities’ newspapers in many countries, in Sweden it affected the province press to at least the same degree, allowing it to strengthen its position.


6

Figure 1. Number of newspapers sold per 1000 adult inhabitants 2007

Figure 1. Number of newspapers sold per 1000 adult inhabitants 2007

Källa: World Press Trends, 2008 Källa: World Press Trends, 2008

The Swedish daily paper market is dominated by province newspapers with high circulation. The metropolitan press in Stockholm, which previously aspired to national or regional distribution, has now put more effort into its local markets. The only Swedish newspapers with clear‐cut national distribution are the non‐subscription ones.

The Swedish daily paper market is dominated by province newspapers with high circulation. The metropolitan press in Stockholm, which previously aspired to national or regional distribution, has now put more effort into its local markets. The only Swedish newspapers with clear‐cut national distribution are the non‐subscription ones.

The Swedish newspaper market has received its strength mostly from its interplay with the political development, not least democratization, but also from a cultural tradition in which reading is always rewarded. The newspapers’ standing is also due to well developed home distribution combined with the fact that their content offers something for everyone.

The Swedish newspaper market has received its strength mostly from its interplay with the political development, not least democratization, but also from a cultural tradition in which reading is always rewarded. The newspapers’ standing is also due to well developed home distribution combined with the fact that their content offers something for everyone.

51

53

105

110

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139

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287

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322

335

370

466

515

631

11

601

179

341

94

0 100 200 300 400 500 600 700

Japan Norway

Finland Sweden

Switzerland Austria Great Britain

Denmark Germany

Singapore

Ireland Estonia USA

Slovenia Iceland The Czech Republic

Australia France Croatia

Poland India Italy

Spain Cina

Argentina Brazil South Africa

Kenya


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Swedish Media context The Swedish daily press occupies a unique position among the country’s media, but this position has been challenged in various ways during recent decades. Since the 1990s, for example, the competition situation has changed radically through the deregulation of the Swedish radio and TV markets. New actors, such as the Internet, have also entered the market. Despite the increased range of media, Sweden’s daily newspapers have retained their dissemination on the reader market relatively well (figure 2).

Figure 2. Percentage of the Swedish population who use various mass media on an average day, 1979-2007 (percent)

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1980 1983 1986 1989 1992 1995 1998 2001 2004 2007

39

737476

21

31

64

7277

85

Single copy sale tabloids

Internet

Morning papers Radio

Television

Comment: Population includes people 9-79 years of age. Source: The Media Barometer (Swe: Mediebarometern) 2007, Nordicom Sweden.

During the last decades of the 20th century, many new media technologies have developed and disseminated into the households. There are waves of technology development starting with the cable and satellite television and video recorder wave in the 1980s. In the beginning of the 1990s we saw the first digital wave with personal computer and mobile phones. The video recorder has been displaced by DVD‐player and a new digital wave with the Internet started around 1995. Around 80 percent of the adult population had access to the Internet at home in 2007, and a growing share now access the Internet via broadband, which is of great importance for the use of for instance online news.

of the adult Swedish population have access to the Internet at home

80 percent Around


8

Figure 3. Access to New Media Technology (percent)

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1989 1992 1995 1998 2001 2004 2007

9

3

19

814

3

15

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818077

69

49

20

Mobile phone

DVD Personal computer

Internet

Broadband

Mp3-player

Large screen

Comment: The result show the percent among all respondents indicating access to specified equipment in their household. Minor changes in the age composition of the sample over the years affect the level of penetration of media like PC/internet with a few percentage points. Source: The National SOM survey for each year.

Comment: The result show the percent among all respondents indicating access to specified equipment in their household. Minor changes in the age composition of the sample over the years affect the level of penetration of media like PC/internet with a few percentage points. Source: The National SOM survey for each year.

The newspaper market The newspaper market Today, around half of Sweden’s 150 newspapers are published at least six days a week, but one third consists of small papers published only once a week. The Swedish daily press market is characterized by a relatively large number of local areas still having more than one daily newspaper. The state support of the press that was introduced in the beginning of the 1970s has contributed to the

continued survival of so‐called second newspapers.

Today, around half of Sweden’s 150 newspapers are published at least six days a week, but one third consists of small papers published only once a week. The Swedish daily press market is characterized by a relatively large number of local areas still having more than one daily newspaper. The state support of the press that was introduced in the beginning of the 1970s has contributed to the

continued survival of so‐called second newspapers.

The total circulation of the traditional daily press, excluding the free papers, has gradually decreased since the 1970s. However, circulation development is different for various newspapers and for various periods during this time. During the 1980s, for example, the total daily press circulation increased, but the circulation curve turned downward in the

beginning of the 1990s and has decreased by almost one fifth since then (figure 4). The decrease in circulation affected all types of traditional daily newspapers, but papers with national or regional circulation have declined most, whereas local papers to a large extent have kept their positions. One important reason seems to have been increases in newspaper price, in combination with the establishment of free newspapers.

The total circulation of the traditional daily press, excluding the free papers, has gradually decreased since the 1970s. However, circulation development is different for various newspapers and for various periods during this time. During the 1980s, for example, the total daily press circulation increased, but the circulation curve turned downward in the

beginning of the 1990s and has decreased by almost one fifth since then (figure 4). The decrease in circulation affected all types of traditional daily newspapers, but papers with national or regional circulation have declined most, whereas local papers to a large extent have kept their positions. One important reason seems to have been increases in newspaper price, in combination with the establishment of free newspapers.

of the Sweden’s 150 newspapers are

published at least six days a week

50 percent Around


9

Figure 4. Net daily circulation of the Swedish press based on type of newspaper, 1979-2007 (thousand copies)

Comment: Circulation refers to circulation on publication day.

0

500

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3500

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4500

5000

5500

1982 1987 1992 1997 2002 2007

4909

3833

3418

1168

309

2915

692

877

234

Morning papers, publication frequency: 3-7 days/week

Newspapers, total


Morning papers, publication frequency: 1-2 days/week

Free dailies

Source: The Newspaper Statistic -Book 1981-2007 [revision] (Swe: TS-boken 1981-2007, Tidningsstatistik AB, bearbetning)

The overall circulation of the Swedish press has

reduced over 20 percent over the last 20 years

The main free paper, Metro, was the world’s first modern free daily newspaper established in 1995. Other free papers have followed. If we add the distributed circulation of all free daily newspapers to the total circulation figures the circulation decrease of the Swedish printed press is marginal. To this should be added all the visits to newspapers’ websites; as of 2007, around two‐thirds of all Swedish newspapers have online editions. It has meant that the total daily reach of most newspaper titles actually have increased since the late 1990s.

Even if there has been a decrease in circulation of printed papers their economic results have generally been better. One reason is the increased price, another the circulation decline of local and regional papers has meant a concentration on the local markets. Further, far‐reaching technical reorganizations in the production process, especially during the 1990s, and increased coordination as a consequence of the establishment of bigger newspaper groups on the other, have resulted in a more efficient production. 60 percent

of all Swedish newspapers have online

editions

Over


10

Format changes

Over 90 percent

of the Swedish morning papers are printed in

tabloid format or smaller

A major structural change in recent years has been the daily newspapers transition from broadsheet to tabloid format. The development has occurred in waves since the mid‐1990s, and early format transitions can be ascribed mostly to

the smaller papers and/or those that are more vulnerable to competition. However, at the beginning of the 21st century even Sweden’s largest morning newspapers changed format. In 2007, over 90% of Swedish morning newspapers are printed in tabloid format (figure 5).

Figure 5. Daily newspapers’ format development during the period of half a century, 1955-2005 (percent)

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1955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005

87

76

87

11

6 Berliner format

Tabloid format or smaller

Broadsheet

Comment: All newspapers in Sweden that are published at least once a week. Source: The Format database. Researcher: Josefine Sternvik, +46 31 786 49 96, [email protected]

The background of the format change was of both economic and technical character, as well as an adaptation to reader needs. The change has led to things such as more uniformly sized newspapers, extensive changes in the papers’ structure, layout and content, technical changeovers and reorganizations.

The format development and its consequences for the newspaper itself, newspaper publication and the reader market are compiled in the dissertation In Shrunken Suit. The Newspapers Format Change and its Consequences (in Swedish: I krympt kostym. Morgontidningarnas formatförändring och dess konsekvenser), published in February 2008. An English summary can be found at www.dagspresskollegiet.jmg.gu.se/inenglish.html.

mailto:[email protected]


11

A MODEL FOR AUDIENCE STUDIES

The purpose of the Newspaper Research Programme is to conduct long‐term research on the development of the newspaper market in Sweden. The focus is to be on newspaper exposure and reading habits. The Newspaper Research Programme concentrates especially on the interplay between the daily press and other media. The objectives of the programme can be summarized in three broad questions:

o How does newspaper readership develop over time?

o What factors influence newspaper reading patterns?

o What role do other news media play in the development of newspaper reading?

The research problems are important both from an academic point of view and for the newspaper industry. Academically, there is a theoretical interest in long‐term causes of media development, whereas the industry is more interested in short‐term consequences. The theoretical framework of the program is a further development of the so‐called Uses & Gratifications approach, which has been extended with structural factors effects on media use. Thus, the main focus of our approach is on the interplay between structural development and reactions of individuals. Social structure and media structure are treated as important determinants of newspaper reading.

In practice, our perspective means that newspaper reading must be analysed in the light of people’s habits and life situations, of the access to media and the characteristics of particular media and of the situation in society, both locally and nationally. Further, a basic distinction is made between newspaper reading as a habit and exposure on an average day, where habits is regarded partly as an attitude to the role of newspapers in society.

Reading habits and one day’s reading – frequency and recency – represent two relationships to newspapers, which may be determined by different factors. Readership habits develop over time and represent what is usually done. What is read on a particular day is determined by both a person’s general habits and the specific situation at the time. This can be illustrated in a simple figure (figure 6):

Societal Characteristics

Characteristics of Individuals

Characteof Me

The Individual Media Use

------------- Behaviour Attitudes

ristics dia

Figure 6. A basic model of media use and attitudes.


12

With a starting point in this model, a number of different studies have been conducted within the framework of the Newspaper Research Programme. These studies focus on various aspects of reading as well as attitudes and appraisals of a newspaper and its content. The reading of daily newspapers and the degree of newspaper subscription have been measured regularly since the start of the research programme in 1979. As new daily newspaper forms have appeared and developed, such as free newspapers and news on the Internet and in mobile phone, these have also been studied. Furthermore, for a longer period of time the Newspaper Research Programme has studied which content in daily newspapers readers are concerned with. The long measurement periods now allow us to answer questions regarding also generation shifts and consequences of societal development. Research on attitudes regarding a newspaper focuses on various aspects of how readers judge the paper and its content. This is studied on different levels – from specific characteristics of a newspaper or its content, such as subscription, advertisement and editorial subject categories, to the newspaper as a media institution in relation to other societal institutions as regards trust. The study of reading habits and attitudes is carried out in cooperation with the SOM Institute, an academic research organization at the University of Gothenburg, and Nordicom Sweden, a Nordic media analysis institute and information centre at the University of Gothenburg. Both of these research institutes regularly conduct surveys with representative samples of the Swedish population. The SOM Institute (www.som.gu.se) focuses on behaviour and attitudes in the areas of politics, social service and media, including media habits (frequency), the Nordicom (www.nordicom.gu.se) ask questions on media reach (recency) with a special focus on new media technology.

The following section presents some of the studies the Newspaper Research Programme performs.

http://www.som.gu.se/

http://www.nordicom.gu.se/


13

READING OF DAILY NEWSPAPERS – RANGE AND HABIT

The Use of News Daily newspapers are seen primarily as a news medium. People’s news consumption, however, seldom consists of a single channel but rather of a mix. In Sweden, however, the daily press is the most common source of daily news.

Until the beginning of the 1990s it was in principle possible for a Swede to take part in all news channels daily. The landscape of media news consisted of the press and the public service channels of radio and television. With the increased number of media channels the news output has increased dramatically and affected the pattern of using news sources. In just a decade, for instance, reading of news on the Internet has increased from 7 percent to more than 30 percent and news consumption via private TV channels has increased (figure 7). The interesting observation, however, is that the daily press has been able to maintain its position relatively well.

40 percent in a decade

Reading news on the Internet has increased from 7 to more than

Figure 7. Exposure to News, 1986-2007 (percent)

Question: (1): How often do you usually watch or listen to the following programmes on the radio or television? (2): If you read a newspaper regularly – about how many times a week do you usually read? (3): How often have you visited news sites on the Internet?

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1987 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007

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88

58

46

20

3 7

News in Local Radio News on the Internet National News in

Private Television (TV4) National News in Public

Service radio

News in Public Service television (SVT)

Newspapers

Comment: The results show percent of all respondents reading a morning paper at least five days a week and/or single copy sale tabloids/free daily at least three days a week (newspaper), watching the specified TV news show at least five days a week, and using Internet news sites at least three times a week. Source: The National SOM survey for each year.


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Newspaper Reading Newspaper Reading The daily press has had nearly the same range since the mid‐1970s, while the reading regularity has gradually weakened. In other words, more or less all Swedes regularly come into contact with daily newspapers, but the regular habit of reading a daily paper is not as strong as it used to be. This weakening first appeared regarding the single copy sale tabloids, but since the mid‐1990s has also affected the habitual reading of the morning presses, above all the inclination of the household to subscribe to a morning newspaper (figure 8).

The daily press has had nearly the same range since the mid‐1970s, while the reading regularity has gradually weakened. In other words, more or less all Swedes regularly come into contact with daily newspapers, but the regular habit of reading a daily paper is not as strong as it used to be. This weakening first appeared regarding the single copy sale tabloids, but since the mid‐1990s has also affected the habitual reading of the morning presses, above all the inclination of the household to subscribe to a morning newspaper (figure 8).

At the same time it is clear that the weakening of people’s reading habits does not express a disinterest in the daily newspaper as a printed medium. For example, during this same time period the interest in reading free daily newspapers has increased, especially among those without a subscription to a newspaper

At the same time it is clear that the weakening of people’s reading habits does not express a disinterest in the daily newspaper as a printed medium. For example, during this same time period the interest in reading free daily newspapers has increased, especially among those without a subscription to a newspaper

70 percent of the Swedish adult

population read a morning paper regularly

Figure 8. Reading of morning papers, single copy sale tabloids and free newspapers, and subscription a morning newspaper, 1986-2007 (percent and minutes)

Figure 8. Reading of morning papers, single copy sale tabloids and free newspapers, and subscription a morning newspaper, 1986-2007 (percent and minutes)

Questions (1): Do you read or look into a morning paper regularly? If yes, write down the name of the paper/papers and state how many days you usually read or look into it/them. (2): Do you read or look into a single copy sale tabloids regularly? (3): Do you read or look into a free daily paper regularly?” (4): Do you or anybody else in your household subscribe to a newspaper? (5): How much time do you normally on reading your local morning paper on an average weekday?

Questions (1): Do you read or look into a morning paper regularly? If yes, write down the name of the paper/papers and state how many days you usually read or look into it/them. (2): Do you read or look into a single copy sale tabloids regularly? (3): Do you read or look into a free daily paper regularly?” (4): Do you or anybody else in your household subscribe to a newspaper? (5): How much time do you normally on reading your local morning paper on an average weekday?

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1987 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007

77

39

70

2119

10

66

78

29,329,5

Average reading time for morning papers among readers (minutes)

Reading free dailies (percent)

Reading single copy sale tabloids (percent)

Subscription in household (percent)

Reading morning papers (percent)

Comment: The results show the percentage shares of all respondents reading at least one morning paper at least five days a week, at least one single copy sale tabloids at least three days a week, and at least one free daily at least three days a week. Average reading time each year among readers is at least once a week.

Comment: The results show the percentage shares of all respondents reading at least one morning paper at least five days a week, at least one single copy sale tabloids at least three days a week, and at least one free daily at least three days a week. Average reading time each year among readers is at least once a week. Source: The National SOM survey for each year. Source: The National SOM survey for each year.


15

Reading Free Dailies

84 percent of the Swedish adult

population read a morning paper regularly

if the free dailies are included in the figure

The world’s first modern free daily, Metro, was started in Stockholm in 1995, presenting something completely new: a free daily, distributed via public transportation, in a smaller format (tabloid) than traditional morning newspapers (which at the time were often printed in broadsheet) and with shorter texts. Since then many similar newspapers have appeared, within as well as outside Sweden. The free dailies are normally not included in statistics on either editions or reading, but if they are included the difference is quite considerable (figure 9).

Figure 9. Regular reading of morning newspapers in Sweden, including and excluding free dailies, 1998-2007 (percent)

86

77 77 76 75

82 82 84 83 84

81

73 73 73 7478 76 76 74 75

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1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

Including free dailies

Excluding free dailies

Question: (1): Do you read or look into a morning paper regularly? If yes, write down the name of the paper/papers and state how many days you usually read or look into it/them. (2): Do you read or look into a free daily paper regularly? Comment: Regular reading at least three days a week in 1998 and 2004-2007, but at least five days a week in 1999-2003. Number of respondents is about 3500. Source: The National SOM survey for each year. Researcher: Ingela Wadbring, +46 31 786 49 75, [email protected]

Since 1998 we have measured reading of free dailies parallel with our long‐term measurement of traditional morning papers. If we include free daily in the total amount of newspaper reading we can observe that regular newspaper reading in Sweden is very stable, because of the contribution of almost 10 percentage shares from the free papers. The corresponding percent differences in Stockholm and Malmö, the main publishing areas of free papers, are clearly higher (figure 10).



16

Figure 10. Regular reading of morning newspapers in the major cities, including and excluding free dailies, 2007 (percent)

666561

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84

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Stockholm Göteborg Malmö

Excluding free dailies Including free dailies

Question: 1): Do you read or look into a morning paper regularly? If yes, write down the name of the paper/papers and state how many days you usually read or look into it/them. (2): Do you read or look into a free daily paper regularly?

Question: 1): Do you read or look into a morning paper regularly? If yes, write down the name of the paper/papers and state how many days you usually read or look into it/them. (2): Do you read or look into a free daily paper regularly? Comment: Regular reading at least three days a week in Stockholm and Malmö and at least four days a week in Gothenburg. Comment: Regular reading at least three days a week in Stockholm and Malmö and at least four days a week in Gothenburg. Source: The National SOM survey for each year. The Western SOM for Gothenburg. Source: The National SOM survey for each year. The Western SOM for Gothenburg. Researcher: Ingela Wadbring, +46 31 786 49 75, [email protected]: Ingela Wadbring, +46 31 786 49 75, [email protected]

Those who read free dailies are a cross section of the population, but the reach is significantly higher among young people and groups with limited economic and cultural resources. It is not mainly that people switched from non‐free newspapers to free dailies, but rather that the free dailies reach many people who previously did not read the newspaper at all. On the other hand, there is also no indication that those who read free dailies switch to traditional paid newspapers.

The introduction and consequences of the first Swedish free daily Metro is analysed in the dissertation A Paper for Its Time? Metro and the Swedish Newspaper Market (in Swedish: En tidning i tiden? Metro och den svenska dagstidningsmarknaden), published in April 2003. An English summary can be found at www.dagspresskollegiet.jmg.gu.se/inenglish.html.



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Reading Newspapers on the Internet

60 percent of the Swedish adult population use the Internet frequently

Since the mid‐1990s, Internet exposure has increased from only a small percentage of the population to more than two‐thirds. As shown in figure 11, broadband penetration has grown quickly during the first years of the new millennium, and has had an important influence on the overall Internet use. During the years since the Internet developed there have been great differences, above all when comparing older and younger individuals; there is a deep digital divide and senior citizens are not online. There are also great differences due to perceived social class; thus far the share of white‐collar workers online is much greater than that of blue‐collar workers. There is nothing to indicate a decrease in these differences in the foreseeable future.

Figure 11. Regular Internet usage and broadband access, 1995-2007 (percent)

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1995 1997 1999 2001 2003 2005 2007

White collar workers 15-19 years old

81

Question: During the past twelve months how often have you used the Internet? Seven response alternatives: never; about once/twelve months; about once/six months; about once/every month; about once/every week; several times a week. Comment: The results show percentage share among all respondents 15-85 years, using the Internet several times a week. Source: The National SOM survey for each year. Researcher: Annika Bergström, +46 31 786 51 78, [email protected]

News became available on the Internet in Sweden in the mid‐1990s, mainly through net versions of existing dailies. The number of Swedes frequently using news on the Web has increased continuously since the Newspaper Research

62

84

60

Broadband access 69

Men All Women 58

Blue collar workers 50

65-85 years old 19



18

Programme started measuring the exposure in 1998. In the Swedish context, the single copy sale tabloids, especially Aftonbladet, gather the largest audience shares, and in most regions the local morning paper sites attract smaller groups.

News sites above all draw readers, due to their updating function. Quick news that is easily available is the reason most people visit news sites. To date, online news sites seem to have had only little impact on the use of traditional news media. We can see changes in single groups of especially young and middle‐aged individuals, highly educated persons more willing to let go of the traditional newspaper, but on the whole the impact has been low (figure 12).

Programme started measuring the exposure in 1998. In the Swedish context, the single copy sale tabloids, especially Aftonbladet, gather the largest audience shares, and in most regions the local morning paper sites attract smaller groups.

News sites above all draw readers, due to their updating function. Quick news that is easily available is the reason most people visit news sites. To date, online news sites seem to have had only little impact on the use of traditional news media. We can see changes in single groups of especially young and middle‐aged individuals, highly educated persons more willing to let go of the traditional newspaper, but on the whole the impact has been low (figure 12).

40 percent of the adult Swedish

population read news on the Internet at least once a week, 2007

Over

Figure 12. Reading news in the Internet, 1998-2007 (percent) Figure 12. Reading news in the Internet, 1998-2007 (percent)

41

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1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

At least 6 days a week

One day a week or more

Question: Do you regularly read or look at one or more morning newspapers on the Internet? Question: Do you regularly read or look at one or more morning newspapers on the Internet? Source: The National SOM survey for each year. Source: The National SOM survey for each year. Researcher: Annika Bergström, +46 31 786 51 78, [email protected]: Annika Bergström, +46 31 786 51 78, [email protected]

An in‐depth analysis of news use on the Internet can be read in the dissertation News online. News consumption practices on the Internet 1998 to 2003 (in Swedish: nyhetsvanor.nu. Nyheter på internet 1998‐2003), published in March 2005. An English summary can be found at www.dagspresskollegiet.jmg.gu.se/inenglish.html


http://www.dagspresskollegiet.jmg.gu.se/inenglish.html


19

The Use of News in Mobile Phones When Swedes’ mobile phone use took off during the mid‐1990s, it was primarily a communication medium. Since the new millennium, however, the concept of ”mobile phone” has become increasingly ill‐fitting, at least formally, as the mobile phone has been developed into a multi‐medium with many different functions: camera, calendar, GPS, video/music/radio player, etc. Internet access also makes it possible to receive news from among others newspapers. However, this is in principle, since Swedes at least so far to a very limited extent use their mobile phones as a news medium (figure 13)

Figure 13. Use of mobile phones, 2007 (percent).

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Listen to mp3-files

Send pictures

Take pictures, using camera

Send/receive SMS

Dial/receive calls

Question: How often do you use your mobile phone in the following ways? Seven-point scale from ”Never” to ”More than 20 times a day”. Source: The National SOM survey, 2007. Researcher: Oscar Westlund +46 31 786 12 13 [email protected]

Few use the Internet in their mobile phone, and around 4 percent use news services in their mobile. The level of use of the mobile as a news service differs depending on user group, but to its users it is mainly a telephone and camera.

4 percent of the Swedish adult population use news

service in their mobile phone at least once a

week



20

Generations of newspaper readers Generations of newspaper readers The reading of traditional local newspapers is strongly related to age in the sense that the habit of regular reading seems to fit better into the lifestyle and interests of the older population than that of the younger one – a well‐known pattern in reader surveys (figure 14). A more stable household situation in combination with stronger domestic economy, deeper roots in the local community, and a greater interest in social and political issues, which generally tend to accompany increasing age, are all factors that help explain this situation.

The reading of traditional local newspapers is strongly related to age in the sense that the habit of regular reading seems to fit better into the lifestyle and interests of the older population than that of the younger one – a well‐known pattern in reader surveys (figure 14). A more stable household situation in combination with stronger domestic economy, deeper roots in the local community, and a greater interest in social and political issues, which generally tend to accompany increasing age, are all factors that help explain this situation.

Figure 14. Share of the population reading a traditional morning newspaper on a regular basis, by age, 1986–2007 (percent)

Figure 14. Share of the population reading a traditional morning newspaper on a regular basis, by age, 1986–2007 (percent)

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Question: (1): Do you read or look into a morning paper regularly? If yes, write down the name of the paper/papers and state how many days you usually read or look at it/them. Question: (1): Do you read or look into a morning paper regularly? If yes, write down the name of the paper/papers and state how many days you usually read or look at it/them. Comment: 'Regular' is defined as reading at least five days a week. From the 2003 survey onward, the question wording excludes the reading of local morning papers on the web. In the surveys from 1986–1991, the oldest age interval is restricted to 70–75. Comment: 'Regular' is defined as reading at least five days a week. From the 2003 survey onward, the question wording excludes the reading of local morning papers on the web. In the surveys from 1986–1991, the oldest age interval is restricted to 70–75. Source: The National SOM survey for each year. Source: The National SOM survey for each year. Researcher: Åsa Nilsson, +46 31 786 12 39, [email protected]: Åsa Nilsson, +46 31 786 12 39, [email protected]

However, the strength of the age factor has grown even stronger during recent decades, which calls for an interpretation that considers generational changes as well. Younger generations have been socialized into a society that in many aspects differs from that in which the older generations grew up: social changes including a prolonged “young” life stage, and not least a considerably transformed media landscape.

Around

40 percent of the young Swedes read newspapers on regularly

basis, compared to

85 percent of the older population



21

The media habits of younger generations are obviously not unaffected by such changes. Today, 30‐year‐olds do not read traditional newspapers to the same extent as people of the same age did ten years ago. The share of regular readers in the generation born in the 1970s in 2007 is roughly 10 percentage points smaller compared to that of the generation born ten years earlier in the 1960s; and the current readership share of the generation born in the 1980s is almost 20 percentage points smaller compared with that of the generation born in the 1970s at the end of the 1990s (figure 15). For older generations, however, the development is more stable. The younger generations thus seem more inclined to abandon the traditional newspaper in favour of new media; there are empirical indications that less newspaper reading when it comes to traditional papers is related to a growing interest in news available on the Internet, and further that the subscription paper is losing ground to the free daily.

Figure 15. Share of the population reading a traditional morning newspaper on a regular basis, by generation, 1986–2007 (percent)

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Question: (1): Do you read or look at a morning paper regularly? If yes, write down the name of the paper/papers and state how many days you usually read or look at it/them. Comment: 'Regular' is defined as reading at least five days a week. From the 2003 survey onward, the question wording excludes the reading of web papers. Data refer to the population aged 15–80. Source: The National SOM survey for each year. Researcher: Åsa Nilsson, +46 31 786 12 39, [email protected]



22

Reading newspaper content Reading newspaper content The content read in a morning newspaper is mostly local news, accidents/crimes, family news, and radio and TV material. The reading pattern has been this way since the mid‐1970s. Reader preferences also mirror the fact that many more Swedish morning newspapers have a local reach. In the major cities’ morning papers domestic politics and culture rank higher, but local news dominates here as well.

The content read in a morning newspaper is mostly local news, accidents/crimes, family news, and radio and TV material. The reading pattern has been this way since the mid‐1970s. Reader preferences also mirror the fact that many more Swedish morning newspapers have a local reach. In the major cities’ morning papers domestic politics and culture rank higher, but local news dominates here as well.

Even if reading habits are relatively stable, it is important to point out that the value of reading varies depending on the type of newspaper and character of the distribution area, as well as between different reader groups. Readers’ gender, age and education as well as their political interests play a major role in what they are interested in reading. For example, people with a higher level of education read more about politics and economy than others do. Political and society‐oriented content and especially sports pages have a majority of male readers, while advertisements are more frequently read by females – and small advertisements are read mostly by younger readers, regardless of gender.

Even if reading habits are relatively stable, it is important to point out that the value of reading varies depending on the type of newspaper and character of the distribution area, as well as between different reader groups. Readers’ gender, age and education as well as their political interests play a major role in what they are interested in reading. For example, people with a higher level of education read more about politics and economy than others do. Political and society‐oriented content and especially sports pages have a majority of male readers, while advertisements are more frequently read by females – and small advertisements are read mostly by younger readers, regardless of gender.

Figure 16. Reading of newspaper content, 2007 (percent) Figure 16. Reading of newspaper content, 2007 (percent)

Question: How much do you normally read the following types of content in your local morning newspaper? Five response alternatives: Everything/Almost everything; Very much; Not very much; Nothing/Almost nothing; Don’t know.

Question: How much do you normally read the following types of content in your local morning newspaper? Five response alternatives: Everything/Almost everything; Very much; Not very much; Nothing/Almost nothing; Don’t know.

Comment: The result shows those who read almost everything and very much, respectively, of each content category. The figures are based on the individuals who answered that they read a morning newspaper at least one day a week. Number of respondents is approximately 1,325.

Comment: The result shows those who read almost everything and very much, respectively, of each content category. The figures are based on the individuals who answered that they read a morning newspaper at least one day a week. Number of respondents is approximately 1,325. Source: The National SOM survey 2007. Source: The National SOM survey 2007. Researcher: Jan Strid, +46 31 786 11 95, [email protected]: Jan Strid, +46 31 786 11 95, [email protected]

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Radio and tv-material

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Letters to the editor

Editorials and comments

Sports

Local business ads

Economy and financial news Read everything/almosteverythingCulture articles Read fairly much

Private ads



23

ATTITUDES TOWARD DAILIES AND THEIR CONTENT

Media Confidence Sweden is a country with a long tradition of a strong daily press, as well as a strong public service tradition within radio and television. Especially radio and TV enjoy a great deal of confidence among the Swedish general public, not least among the older generations, and is ranked broadcasting on the same level as healthcare, law enforcement and higher education. Dailies do not have quite the same strong position as a social institution, due greatly to the fact that the concept ”daily press” encompasses not only subscription morning newspapers but also single copy sale tabloids, which are little trusted. Thus as a social institution, the broadcast media have a better position than the press does (figure 17).

Figure 17. Confidence in radio/TV and daily press as well as Parliament and the government, 1986-2007 (opinion balance)

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Daily Press

Question: How much confidence do you have in the way the following institutions/groups do their job? Five response alternatives: Very much; Fairly much; Neither much nor little; Fairly little; Very little. Comment: The results are percentage shares, indicating very or fairly much confidence minus percent indicating fairly or very little confidence (opinion balance). The percentages are based on the respondents answering each individual item. Source: The National SOM survey for each year. Researcher: Lennart Weibull, +46 31 786 12 18, [email protected] Sören Holmberg +46 31 786 12 27, [email protected]




24

However, there is, on the average, a higher confidence in media than there is in political institutions. The latter also show a gradual decrease in public confidence, except during election years when increased confidence in both the government and the Parliament can be seen.

However, there is, on the average, a higher confidence in media than there is in political institutions. The latter also show a gradual decrease in public confidence, except during election years when increased confidence in both the government and the Parliament can be seen.

Healthcare is the societal institution in Sweden that enjoys the highest level of confidence among the general public. Measurements of confidence in various professions also show that confidence in healthcare personnel is high and stable. Confidence in police and researchers is also relatively high. Journalists, on the other hand, receive a significantly lower level of confidence. Radio and TV journalists are valued more highly than daily press journalists, reflecting the general public’s greater confidence in radio and TV as social institution. Further, confidence in journalists as a work group is generally lower than the confidence in media as institutions (figure 18). A possible interpretation of this is that the general public can be doubtful of individual journalists but still have confidence in the collective result of journalist activities.

Healthcare is the societal institution in Sweden that enjoys the highest level of confidence among the general public. Measurements of confidence in various professions also show that confidence in healthcare personnel is high and stable. Confidence in police and researchers is also relatively high. Journalists, on the other hand, receive a significantly lower level of confidence. Radio and TV journalists are valued more highly than daily press journalists, reflecting the general public’s greater confidence in radio and TV as social institution. Further, confidence in journalists as a work group is generally lower than the confidence in media as institutions (figure 18). A possible interpretation of this is that the general public can be doubtful of individual journalists but still have confidence in the collective result of journalist activities.

Figure 18. Confidence in some professional groups, 2002-2007 (opinion balance)

Figure 18. Confidence in some professional groups, 2002-2007 (opinion balance)

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Academic Researchers Policemen

Radio-/TV Journalists

Newspaper Journalists Journalists National Politicians

Question: How much confidence do you have in the way the following institutions/groups do their job? Five response alternatives: Very much; Fairly much; Neither much nor little; Fairly little; Very little.

Question: How much confidence do you have in the way the following institutions/groups do their job? Five response alternatives: Very much; Fairly much; Neither much nor little; Fairly little; Very little. Comment: The results are percentage shares indicating very or fairly much confidence minus percent indicating fairly or very little confidence (opinion balance). The percentages are based on the respondents answering each individual item. Beginning in 2007, “journalists” are measured as a group regardless of where they work.

Comment: The results are percentage shares indicating very or fairly much confidence minus percent indicating fairly or very little confidence (opinion balance). The percentages are based on the respondents answering each individual item. Beginning in 2007, “journalists” are measured as a group regardless of where they work. Source: The National SOM survey for each year. Source: The National SOM survey for each year. Researcher: Lennart Weibull, +46 31 786 12 18, [email protected]: Lennart Weibull, +46 31 786 12 18, [email protected] Sören Holmberg +46 31 786 12 27, [email protected]




25

Confidence in Media Channels When the general public expresses its collective appraisal of which media channels enjoys a high confidence level, the Swedish public service television broadcaster (Sveriges Television, SVT) normally ranks highest among comparable media. The general picture is that Swedes for the most part have a great deal of confidence in the traditional news media. While high confidence in television is an international phenomenon, Sweden distinguishes itself in ranking the morning press nearly as high. The news on the leading commercial television channel (TV4), as well as Swedish public service radio’s (SR) national and regional stations, enjoy high confidence among the general public. SR’s national stations, in practice the talk radio station P1, receives the highest rating of very much confidence, but the overall figure is dragged down due to the relatively high number of people who do not listen to this medium (figure 19).

Figure 19. Confidence in media channels, 1999-2006 (opinion balance)

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1999 2000 2001 2002 2003 2004 2005 2006

6763

575653

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615957

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Commercial TV channel (TV4) National Public Service Radio

Local Public Service Radio (P4)

Local Newspapers

Public Service TV (SVT)

News on the Internet

Free Daily Newspapers Commercial Local Radio Commercial TV stations


Question: How much confidence do you have in the content of the following mass? Six response alternatives: Never use it; Very much; Fairly much; Neither much nor little; Fairly little; Very little. Comment: The results are percentage shares indicating very or fairly much confidence minus percent indicating fairly or very little confidence (opinion balance). The percentages are based on the respondents answering each individual item. Source: The National SOM survey for each year. Researcher: Lennart Weibull, +46 31 786 12 18, [email protected]



26

A common denominator for media whose content enjoys high confidence from the general public is that they have mainly a news or information profile. The media that receive a low amount of confidence are directed mainly at entertainment and music – these include primarily the non‐subscription single copy sale tabloids and the commercial radio stations and TV channels. This pattern is similar in most studies on media confidence. The middle group, as regards confidence, contains Internet news sites and free dailies. For the eight years that we have studied confidence in media, a significant stability can be noted. SVT ranks highest for all years. The lead group remains the same, containing local morning newspapers, TV4 and SR. At the bottom are the single copy sale tabloids, whose confidence levels have actually even decreased somewhat over time. Confidence in news on the Internet is showing a slow but long‐term rise. This likely has to do with the fact that more people have begun to use the net as an information source, not least thanks to increasing numbers of households acquiring easy Internet access through broadband. Special studies have indicated that single copy sale papers, which have little confidence in their printed versions, rank significantly higher in their web versions, probably because of the focus on news. These observations are based on the evaluations of the general public, regardless of whether or not a respondent uses a certain media. Of course frequent users generally show a higher confidence. An interesting observation is that some media, especially local morning papers and public service radio have a relatively high confidence also among non‐users, whereas confidence in commercial channels is strongly correlated with use. An interpretation is that the former have a special strong standing in terms of social norms.


27

Evaluation of Newspapers’ Content

52 percent of the readers find the

local news are the most important content in the

morning newspaper

There is a general expectation regarding of which kind of content to find in a daily morning newspaper. This expectation differs somewhat depending on the type of newspaper, and different individuals have different opinions since everyone does not have the same experience, expectations or demands concerning newspaper content. But given this background differences are surprisingly small. There are certain common ideas concerning what is an important newspaper content. Further, the content evaluations mirror interest in broad newspaper content: local news as well as domestic and international news. A middle category contains opinion material, economy and sport news, and at the bottom are advertisements as well as feature and news material (figure 20).

Figure 20. Very important content of the local morning newspaper, according to readers, 2007 (percent)

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Local news

Domestic news

International news

Parliament and government news

Radio and television material

Economy and financial news

Sports

Family and personal news

Accidents and crime

Letters to the editor

Culture news

Editorials and comments

Debate

Entertainment

Local business ads

Real estate ads

Entertainment ads

Private ads

Question: How important do you personally feel the types of content listed below are in a local morning newspaper? Seven response alternatives: Very unimportant; Fairly unimportant; Somewhat unimportant; Neither/Don’t know; Somewhat important; Fairly important; Very important. Comment: The result shows those who deem the respective content categories very important and who read the local morning newspaper at least one day a week. Source: The National SOM survey 2007. Researcher: Jan Strid, +46 31 786 11 95, [email protected]



28

One way to analyse at content judgements over time is to separate it into “heavy” and “light” editorial content and “advertising” material. While the heavy material, such as domestic and international news, economy, opinion material and Parliament and government news, is judged to be of roughly the same importance, the light material (sports, accidents and crime, entertainment, family news and radio and TV material) is judged as more important, while advertising material has become less important, especially in recent years (figure 21).

One way to analyse at content judgements over time is to separate it into “heavy” and “light” editorial content and “advertising” material. While the heavy material, such as domestic and international news, economy, opinion material and Parliament and government news, is judged to be of roughly the same importance, the light material (sports, accidents and crime, entertainment, family news and radio and TV material) is judged as more important, while advertising material has become less important, especially in recent years (figure 21).

Figure 21. Judgments of importance of the content of local morning newspapers, 1979-2007 (mean)

Figure 21. Judgments of importance of the content of local morning newspapers, 1979-2007 (mean)

5,55,3

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”Heavy” content ”Light” content

Ads

Question: How important do you personally feel the types of content listed below are in a local morning newspaper? Seven response alternatives: Very unimportant; Fairly unimportant; Somewhat unimportant; Neither/Don’t know; Somewhat important; Fairly important; Very important.

Question: How important do you personally feel the types of content listed below are in a local morning newspaper? Seven response alternatives: Very unimportant; Fairly unimportant; Somewhat unimportant; Neither/Don’t know; Somewhat important; Fairly important; Very important. Comment: The result shows those who read a local morning newspaper at least one day a week. Heavy material includes: domestic news, international news, economy news, Parliament and government news, editorials and comments. Light material includes: sports, accidents and crime, entertainment, family news, radio and TV. Advertising material includes: local business advertisements, real estate advertisements, entertainment advertisements and private advertisements. Note that the scale is broken.

Comment: The result shows those who read a local morning newspaper at least one day a week. Heavy material includes: domestic news, international news, economy news, Parliament and government news, editorials and comments. Light material includes: sports, accidents and crime, entertainment, family news, radio and TV. Advertising material includes: local business advertisements, real estate advertisements, entertainment advertisements and private advertisements. Note that the scale is broken. Source: The National SOM survey for each year. Source: The National SOM survey for each year. Researcher: Jan Strid, +46 31 786 11 95, [email protected]: Jan Strid, +46 31 786 11 95, [email protected]

Morning newspapers’ content has, however, generally come to be regarded as more important over the years, but the evaluation of a newspaper’s content is not necessarily the same as what is read in the paper. Thus, newspapers are expected to have “heavy” or “light” content, but this content is not always read. The reverse is true for light material as entertainment, which is read a little more than is expected from its regarded importance.



29

Evaluation of Household Subscription Household subscription represents the typical access to Swedish morning papers. To get an idea of the strength of this access form we ask subscribers annually if they have thought of cancelling their subscription and if so why. One third of the morning paper subscribers is considering, or has recently considered, cancelling their subscription. This level has been constant since the beginning of the 1990s, however the reasons people consider cancelling their subscriptions have differed through the years (figure 22).

Figure 22. Reasons to consider cancelling a newspaper subscription, 1993-2006 (percent of those having considered to cancel their subscription)

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1994 1996 1998 2000 2002 2004 2006

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Subscriptions has become so expensive

Subscription in household

Everything gotten so expensive so I can not afford a newspaper

67 percent of the adult Swedish population have a

household newspaper subscription

I do not have the time to read it

I can read the paper on the Internet

The papers´ content isn’t very good

Question: Have you yourself considered cancelling any/all of your subscriptions, or has this been discussed in your family during the past six months? If so, why have you considered cancelling your subscription/s? For the first part of the question, the response alternatives are: No; Yes, once or twice; Yes, many times; Doubtful; Don’t know; Do not subscribe to a newspaper. The follow-up question offers fixed response alternatives, shown in the figure. This question has been asked every other year since 2004. Comment: The results show the percentages share with a subscription to a morning newspaper who have at some point considered cancelling their subscription. The figure’s result shows the share for each reason among those who have considered cancelling. Source: The National SOM survey for each year. Researcher: Ingela Wadbring, +46 31-786 49 75, [email protected] & Lennart Weibull, +46 31-786 12 18, [email protected]




30

The most common reason people consider cancelling their subscription is of an economic character. During the 1990s, people felt that they did not have enough money to subscribe to a newspaper reflecting the economic recession in those years, while today they feel that newspapers are too expensive. There are reasons to believe that in increasing distribution of free dailies and internet versions have influenced the idea

of what is a reasonable price of a newspaper subscription. The increase of the percentage saying that they can read the newspaper on the Internet points in the same direction. But also other factors probably are important. For example, subscriptions in Sweden are significantly lower in one person households, which might be explained by the fact that a subscription is more expensive if only one person has to pay it. Since the number of one person households is gradually increasing it could explain at least part of the increase.

The most common reason people consider cancelling their subscription is of an economic character. During the 1990s, people felt that they did not have enough money to subscribe to a newspaper reflecting the economic recession in those years, while today they feel that newspapers are too expensive. There are reasons to believe that in increasing distribution of free dailies and internet versions have influenced the idea

of what is a reasonable price of a newspaper subscription. The increase of the percentage saying that they can read the newspaper on the Internet points in the same direction. But also other factors probably are important. For example, subscriptions in Sweden are significantly lower in one person households, which might be explained by the fact that a subscription is more expensive if only one person has to pay it. Since the number of one person households is gradually increasing it could explain at least part of the increase.

of the morning paper subscribers are

considering cancelling their subscription

30 percent

A relative small and stable percentage states that one reason to consider cancelling the newspaper is that its content is not good enough. It is about one fifth of those being uneasy about their subscription, which means less than five percent of those having a subscription. Lack of time reading the subscribed was a reason increasingly mentioned in the late 1990s, but now somewhat declining.

A relative small and stable percentage states that one reason to consider cancelling the newspaper is that its content is not good enough. It is about one fifth of those being uneasy about their subscription, which means less than five percent of those having a subscription. Lack of time reading the subscribed was a reason increasingly mentioned in the late 1990s, but now somewhat declining.

The answers to this question shall not be regarded as real predictors of behaviour. The percentage considering to cancel their subscription is relative stable and cannot be easily be related to actual cancelling. However, the reasons given can be productively used as indicators of trends in attitudes to newspapers. So even if the number of people who actually cancel their subscription is lower than the number of those who are considering it, personal economy and the availability of alternative news channels are factors for the newspaper industry to consider.

The answers to this question shall not be regarded as real predictors of behaviour. The percentage considering to cancel their subscription is relative stable and cannot be easily be related to actual cancelling. However, the reasons given can be productively used as indicators of trends in attitudes to newspapers. So even if the number of people who actually cancel their subscription is lower than the number of those who are considering it, personal economy and the availability of alternative news channels are factors for the newspaper industry to consider.


31

Attitudes toward Advertising

52 percent of the Swedish adult population have a

positive attitude towards the advertising in the

morning paper

Attitudes toward advertising among Swedes have traditionally been critical. However, when examining perceptions regarding advertising in a media context

an important observation is that there is great difference between how ads are perceived in different media. Advertising in the morning press and cinema and on billboards (out of home campaigns) is more appreciated and receives top rankings, whereas advertising in radio and television rank the lowest (figure 23).

Figure 23. Attitudes toward advertising in various media, (percent)

[email protected]

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Radio ads

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Internet

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in morning

press

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Movie ads

Ads in morning

press

Question: What is your general attitude toward the following types of advertisements? Five ative; response alternatives: Very positive; Fairly positive; Neither positive nor negative; Fairly neg

Very negative. Comment: The figures show responses indicating a positive attitude toward advertising in the various media minus those indicating a negative attitude. Source: The National SOM survey, 2007.

9 85, Researcher: Marie Grusell, +46 31 786 4 marie.grus

ttitudes toward advertising are also different in various user groups. Not least

tion of advertising, meaning that advertising is more preferred or among use

A compilation of the results and analyses concerni nattitudes toward advertising was Marc 08 in ssertation titled Advertising – An Uninvi st? on advertising in morning newsp d evisi n S Reklam en objuden gäst? Allmänhetens uppfattningar om i morgonpress och nglish summary can be found at: www.dagspresskollegiet.jmg.gu.se/inenglish.htm

Aan individual’s political views has great significance, where persons considering themselves as being on the political left are mainly critical to all kinds of advertising but less to in newspaper ads. Also media habits affects evalua

rs.

lic’s ng the geh 20

eral pub a di published

The pubwedish:

in lic’s view

tv). An E

ted Gueon (Iapers an on tel

reklam


32

nd

eased focus on media

e

inion on each one of them? Response alternativessagree; Completely disagree. omment: The figure shows perc pective statement. umber of respondents varies betource: Journalist 2005, JMG, Unesearcher: Ulrika Andersson, +

nd

eased focus on media

e

uestion: The following are a number of statementinion on each one of them? Response alternativessagree; Completely disagree. omment: The figure shows perc pective statement. umber of respondents varies betource: Journalist 2005, JMG, Unesearcher: Ulrika Andersson, +

Journalists’ View of the Public Journalists’ View of the Public Public opinion polls have become an important element of many media companies’ editorial work. The aim is to gather knowledge about and insight into the general public’s media habits and preferences to better adapt the medium in question to its users’ needs and demands. Many editors‐in‐chief apublishers stress the importance of having a dialog with the public, but where doSwedish journalists actually stand regarding this incr

Public opinion polls have become an important element of many media companies’ editorial work. The aim is to gather knowledge about and insight into the general public’s media habits and preferences to better adapt the medium in question to its users’ needs and demands. Many editors‐in‐chief apublishers stress the importance of having a dialog with the public, but where doSwedish journalists actually stand regarding this incraudiences? audiences?

Figure 24. Journalists’ attitudes toward their relationship with thpublic, 2005 (percent)

Figure 24. Journalists’ attitudes toward their relationship with thpublic, 2005 (percent)

The media should give their audiences whthe audiences don't realize they want.

82

82

at

It is crucial that a journalist reflect what normal people think.

Journalists are generally very skilled at

53

52judging what their audience is interested in.

The mass media usually present a correct picture of the moods and views of normal people.

0 20 40 60 80 100

QQuestion: The following are a number of statements about journalists and journalism. What is your

: Completely agree; Partly agree; Partly s about journalists and journalism. What is your : Completely agree; Partly agree; Partly opop

didientage shares of journalists agree with the resween 766 and 815. iversity of Gothenburg. 46 31 786 49 74, [email protected]

entage shares of journalists agree with the resween 766 and 815. iversity of Gothenburg. 46 31 786 49 74, [email protected]

CNCNSSRR

majority of the Swedish journalists feel that it is very important that journalists ive a good reflection of the public’s opinions and thoughts. At the same time, e media should be able to give the public information on topics they do not

blic is interested in and whether the media actually reflect ”normal people”. Half of the journalists feel that they

A dissertation on journali200

Agth

already know they would like to have; journalists are unanimous on this subject. On the other hand, they areless unanimous in their view on whether journalists

over

80 percent are actually good at judging what the puof the Swedish

journalists find it very important that they give their audience what their

are generally good at this, while the other half disagrees. In this case, the ideal does not always reflect reality.

sts’ view of the public is expected to be presented in

audience don’t realize they want

9.


CONTRIBUTORS AND CONTACT INFORMATION, 2008

The Newspaper Research Programme Physical address: Seminariegatan 1b, 413 13 Gothenburg, Sweden Postal address: Box 710, SE 405 30 Gothenburg, Sweden Website: www.dagspresskollegiet.jmg.gu.se E-mail: [email protected] Telephone: +46 31 786 00 00 Fax: +46 31 786 45 54 Senior adviser, Programme leader 1979-2008 Research area: media structure, media trends and confidence Lennart Weibull telephone: +46 31 786 12 18 e-mail: [email protected]

Programme Leader Research area: media structure, media trend, free dailies and commercialization Ingela Wadbring telephone: +46 31 786 49 85 e-mail: [email protected]

Project leader and contact Research area: format changes, content & layout, media valuation Josefine Sternvik telephone: +46 31 786 49 96 e-mail: [email protected]

Research area: Internet news Annika Bergström telephone: +46 31 786 51 78 e-mail: [email protected]

Research area: reading and judgments of importance, radio Jan Strid telephone: +46 31 786 11 95 e-mail: [email protected]

Research area: generations Åsa Nilsson telephone: +46 31 786 12 39 e-mail: [email protected]

Research area: journalists’ view of the public Ulrika Andersson telephone: +46 31 786 49 74 e-mail: [email protected]

Research area: attitudes toward advertising Marie Grusell telephone: +46 31 786 49 85 e-mail: [email protected]

Research area: mobile Internet Oscar Westlund telephone: +46 31 786 12 13 e-mail: [email protected]

Research area: marketing and strategy Lennart Hast telephone: +46 31 786 61 30 e-mail: [email protected]

Research area: economy and structure changer Jonas Ohlsson telephone: +46 31 786 11 96 e-mail: [email protected]

Research area: media’s functions in society Mathias Färdigh telephone: +46 31 786 42 33 e-mail: [email protected]

http://www.dagspresskollegiet.jmg.gu.se/



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