Introducing the e-Newspaper:Identifying Initial Target Groups
Journal article, 2007

This article investigates how audience groups differ with respect to the adoption of new media services. The authors expand the existing framework of early adopters, which is heavily directed towards the technological aspects of a product, by including users that are more interested in the social and content-related aspects of media services. The objective is to identify and explore important audience groups that can be used as initial target groups for the introduction of the enewspaper (a newspaper published on e-paper technology). Data was collected from in total 2976 respondents at the web sites of three Swedish newspapers.


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Carina Ihlström

Maria Åkesson

Jesper Svensson

Tobias Fredberg

Chalmers, Technology Management and Economics, Project Management

Journal of Media Business Studies

Vol. 4 3 41-62

Subject Categories

Business Administration

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