Utveckling av värdeerbjudandet för en dagstidning: En fallstudie vid Västerbottens-Kuriren AB
Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
The background to this thesis is due to the Swedish media market, where several changes have been taking place the last years. In particular it is the technical changes that have change the way people use and consume news. Many companies in the newspaper industry are therefore right now reconstructing in their businesses and are seeking for new ways to gain money. Their wish is to adapt their businesses to fit young adults (20-39 years old). For example newspapers want to do this through designing new business models. The meaning of the value creating has change for newspapers when the readers have take control. The purpose with this thesis is therefore to analyze the development of a local newspaper when it comes to value creating and the value offer to meet the needs of young adults. This thesis is an explorative study done on a case company and it is based on qualitative data consisting of interviews, literature studies, archival studies and a benchmarking. This was done to get reliability in the result. The process started with the literature study consisting of research articles, after that a data collection with the interviews and the archival data was done and it ended with the benchmarking. This thesis includes theory about value creating, the significance of value creating and strategies for value creating such as the value-star-model. The theory also includes information about Osterwalder and Pigneurs business model canvas and the business model as an activity system. The empirical study in this thesis includes among other things; the case company’s views on what newspapers could do in this situation, young adult’s behavior in media consumption and ideas that successful newspaper have. Interesting from studies of young adults media behavior is that 53 % of the young adults value the newspaper as rather or greatly important. Successful ideas from newspapers are for example giving out movies and books and additionally to focus on the internal at the company to find new ways to make business. Results from this thesis shows that a local newspaper should concentrate on having a service focus, focusing on the costumer in this case young adults and a local newspaper has to be innovative. Moreover a local newspaper should find digital services that young adults are willing to pay for and they have to adapt to be where the young adults want to have them. At the same time is it important to keep focus on the core business but they have to build up a better trust among young adults and cooperate better. Probably is a cultural change necessary in many local newspapers companies to develop their business. To create new value proposition is it important to build offers around wishes from young adults and constantly developing their offers. Cooperation between the editorial and the commercial side within the company is also important. Moreover are deep studies about readers and to use the gained data properly necessary to for example be able to individualize better. A local newspaper should be able to create offers that make things doable for young adults and they should also focus on the digital first to reach young adults. At the same time a local newspaper have to keep developing their paper journal. Local newspapers could also to start with finance the developing of their digital business with advertisement.
Place, publisher, year, edition, pages
2012. , 69 p.
Social Behaviour Law
Samhälls-, beteendevetenskap, juridik
IdentifiersURN: urn:nbn:se:ltu:diva-48939Local ID: 65cd0e2c-6be6-4d46-8341-8450e9af178dOAI: oai:DiVA.org:ltu-48939DiVA: diva2:1022284
Subject / course
Student thesis, at least 30 credits
Industrial and Management Engineering, master's level
Validerat; 20120903 (anonymous)2016-10-042016-10-04Bibliographically approved