Everyone is a potential source:

The link between newspapers, readers and news

Abstract

In the last couple of years, the general public has started to use social media more and more as means for distributing and collecting news and information. This leads to a problematic situation for an already exposed part of the graphic industry. To help solve this issue this report will investigate if there is a possibility of creating a sustainable competitive advantage by using the general public as a source of information.

In this report two crucial questions are answered:

· In regards to the creation of news content, are consumers viable sources of information?

· What is required of a newspaper to use the general public as sources of information?

By investigating the routines of the largest Swedish newspaper, Dagens Nyheter, performing interviews and sending out spreadsheets, a clear image of how the situation is today has unfolded. Most newspapers simply miss a lot of tips due to limited resources and routines. With these surveys and interviews, the questions above have been answered and a few suggestive ideas have been presented.

In conclusion, by doing minor organizational changes and by using already existing technology, the newspapers can without a doubt earn more money and make their editorial organization more efficient.