We heard about this from our friend Erik Stark on Forum Oxford. Swedish daily newspaper Dagen's Nyheter (literally Daily News) is to release a mobile phone and service which includes the newspaper content.
Pretty clever. Putting this in context, neighboring Finland is seeing one of its national dailies, the business daily newspaper Taloussanomat ending its print edition. So while one print title is giving up the fight, another decides if you can't beat them, join them. We'll monitor how popular the Dagens Nyheter phones will become. Perhaps this is yet another clever Swedish media twist on leapfrogging to new media. They did it earlier with television broadcaster MTV (Music TV yes music videos) launching its MVNO virtual network operation in Sweden first - which now is available in several European markets including the biggest, Germany.
So yes, a Dagens Nyheter phone and service. Good luck ! There is some precedent, the Financial Times did this a couple of years ago in Britain and was briefly quite successful and profitable but it was only a short-term concept that then was quietly withdrawn. Maybe it was a bit too early, would now be the time for newspapers to get into mobile?
Oh - and anyone in the media/newspaper space - if you haven't read Alan's White Paper on the 7th Mass Media, you need to.. I wouldn't be surprised if a copy found itself to Dagens Nyheter offices ha-ha (Alan's often in Scandinavia) and perhaps influenced this decision..
I think this will be one of the ways that will be successful when it comes to monetizing content on the internet. The actual subscription will include a device for reading/listening/watching and the content itself will be free. Or at least we will think of it as being free. Like water from the tap.
To get this to work large media companies will have to break down their inner structures to allow consumers access to any content they produce, regardless of which division has produced the content and what kind of content it is. Consumers will want to mix and match different content to suit their interests and needs.
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