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A Swede in Germany

Older discussion of DN / Follow-up: The problem of too shallow knowledge / experiences in Sweden

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In a recent text, I discussed the decline of the Swedish news-paper DN (among other things).

In a much earlier text, dated 2009-11-03, I had already brought up some points relating to its decline, notably a severe attitude problem. This in form on comments on an online-chat* with the then editor-in-chief, who made a number of statements that are interesting both in general and in retrospect. It truly is no wonder that DN has failed as a news source.

*Except that it was no true chat at all, but just her answering pre-filtered questions in one sitting, as discussed in the linked-to text.

One question was “Where will DN be in ten years?”*, which is almost the time passed. The answer began “DN will still be Sweden’s most important paper.”*, which has not panned out at all in my eyes. (Discounting the question whether DN was the most important paper back then, which is dubious.) On the contrary, DN has made it self so useless that its importance in a weightier sense is very low. If it is important, the importance is increasingly more akin to that of the Kardashians than that of Benjamin Franklin. The answer continues “The number of readers is even larger through the online edition, and therefore our journalism has an even greater impact.”*, which is a hard claim to check. However: According to a graph on page 5 of a report (PDF, in Swedish), DN dropped from an estimated 905 thousand “print” readers** in 2009 to 570 thousand in the first quarter of 2018 (with a further decline until now likely). The “overall” (“total”) numbers beginning in 2017 confuse the issue and could be (mis-)construed to imply an increase, which I discuss in an excursion. Looking at some graphs for other papers, I suspect that DN has also lost ground relatively speaking (but I have not dug into the details and might well be wrong).

*In my translation from a Swedish original.

**Strictly speaking, if I interpret the very unclear source correctly, these numbers likely refer to the potential readers counted for e.g. advertising purposes. See an excursion on readers.

With great reservations for interpretation, my conclusion would then be that DN has lost readers both absolutely and relatively despite the online edition. However, in all fairness, the 2009 online edition was likely free, implying that the prediction was made under radically different circumstances.

Excursion on potential vs true readers:
The report speaks of “räckvidd” (“reach”), which likely includes e.g. all members of a subscribing household (or all in a certain age bracket), even if only one actually reads the paper. (Disclaimer: I might be off in the details, but the principle is correct.) These numbers are then likely inflated considerably above the true number of readers. The general trend should remain the same, however. If anything, I would speculate on the trend being understated, because of generational differences and different habits among the young “now” and “then”. (In other words, the children living at home were more likely to read the paper in the past than they are today.)

Excursion on numbers and types of editions:
There are potentially three types of editions (and DN uses all three): Paper, digital-but-not-web (e.g. as a PDF file), and web. It is not obvious how what is counted where, and this could distort the discussion. (Especially, if the treatment is different for different papers.)

The graph contains several measures. The line called “Total”, in my best guess, includes all readers of all three editions. The “Print” line likely originally was the paper readers, but after 2016 include “e-tidningsläsande” (“e-paper reading”), which I suspect is digital-but-not-web. The “Digital” line is very unclear, but might refer to the web edition, which would work well in conjuncture with “Total”, if we allow for a discount of readers who belong to both “Print” and “Digital” (leaving the “Total” number smaller than the sum of “Print” and “Digital”).*

*I suspect that the closeness of “Digital” to “Print” is just a coincidence, because the corresponding entries for e.g. Aftonbladet are quite far apart. If not, some closer connection might have been present and forced a different interpretation. The much larger “Digital” value for Aftonbladet is also well compatible with an interpretation as a web edition, because Aftonbladet’s web edition is free of charge.

If we work under this assumption, the “Total” number for 2018 is a highly misleading comparison for the “Print” number for 2009: There was a great number of web readers even in 2009. Indeed, there might* well have been considerably more of them than today, because the current version is “pay-walled”, while the 2009 edition was not. Also note that “Digital” has fallen throughout its few years of display, and that this trend might have been present earlier too. Correspondingly, I suspect that the drop** in “Total” had been even larger than in “Print”, had the number been available. Under no circumstance is it reasonable to imagine an increase of 166 (1071 – 905) thousand from 2009 to 2018. (This even assuming that the editions are roughly comparable. If not, the addition is even more misleading.)

*This boils down to a fight between the trend towards greater online activities and the loss of visitors through the pay-wall. Seeing that Sweden had a very large Internet penetration very early on, my money is on the latter.

**At least in absolute numbers. It might have fared better in relative numbers.

To boot, I suspect that the difference between potential readers (as reported) and true readers (more interesting) will be larger for the web edition. This partly because it is more convenient and more natural to share a physical paper than online access, especially if different computers or computer accounts come into play; partly because the lower price makes it less wasteful to have a subscription that only one person uses.

However, even if we were to look at “paying customers”, the calculation would be misleading. Yes, the number of these might actually have increased. However, this must be seen in light of a much lower* price for the web edition, with less money actually flowing in.

*Compared not just to the paper edition, but to the digital-but-not-web edition. The former difference might have been offset by printing and distribution costs, the latter is not.

I suffered a computer crash during late-stage editing. Some changes might have been lost.


Written by michaeleriksson

March 28, 2019 at 9:00 am

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