{"id":7120,"date":"2025-12-19T13:51:55","date_gmt":"2025-12-19T12:51:55","guid":{"rendered":"https:\/\/www.larsandersjohansson.se\/?p=7120"},"modified":"2025-12-19T13:51:55","modified_gmt":"2025-12-19T12:51:55","slug":"nar-medierna-tappar-sin-sjal-forlorar-de-ocksa-marknaden","status":"publish","type":"post","link":"https:\/\/www.larsandersjohansson.se\/?p=7120","title":{"rendered":"N\u00e4r medierna tappar sin sj\u00e4l f\u00f6rlorar de ocks\u00e5 marknaden"},"content":{"rendered":"\n<p><strong>Jag skriver i Dagens Industri om hur de traditionella mediernas v\u00e4gval gjort att de tappat b\u00e5de publiken och pengarna.<\/strong><\/p>\n\n\n\n<p>Samtidigt som de traditionella medierna g\u00e5r p\u00e5 kn\u00e4na dyker nya utmanare upp som uppenbarligen ser en marknad. Vad gjorde de etablerade medierna f\u00f6r fel f\u00f6r att tappa b\u00e5de publiken och pengarna? <\/p>\n\n\n\n<p>Jag skriver i\u00a0<strong><a href=\"https:\/\/www.di.se\/debatt\/nar-medierna-tappar-sin-sjal-forlorar-de-marknaden\/\">Dagens industri<\/a><\/strong>:<\/p>\n\n\n\n<p>Sedan millennieskiftet har de traditionella medierna gjort tv\u00e5 m\u00e4rkliga v\u00e4gval. Det f\u00f6rsta var att b\u00f6rja ge bort inneh\u00e5llet gratis p\u00e5 n\u00e4tet i tron att annonsint\u00e4kterna skulle kompensera f\u00f6r prenumerationsbortfallet. Publiken vande sig vid att journalistik skulle vara gratis, och n\u00e4r betalv\u00e4ggarna till slut kom hade annonsint\u00e4kterna redan f\u00f6rsvunnit till de sociala medief\u00f6retagen.<\/p>\n\n\n\n<p>Det andra misstaget \u00e4r potentiellt mer f\u00f6r\u00f6dande: i panik \u00f6ver vikande prenumerations- och annonsint\u00e4kter har publicister ersatts av marknadschefer som r\u00e4knar klick p\u00e5 enskilda artiklar i st\u00e4llet f\u00f6r att driva en l\u00e5ngsiktig publicistisk id\u00e9. Det kortsiktiga t\u00e4nkandet har steg f\u00f6r steg monterat ned s\u00e5dant som g\u00f6r en dagstidning unik.<\/p>\n\n\n\n<p>Om nyhetsjournalistiken \u00e4r tidningens bultande hj\u00e4rta s\u00e5 utg\u00f6r kultur- och ledarsidorna dess sj\u00e4l. N\u00e4r en tidning f\u00f6rlorar sin sj\u00e4l m\u00e4rks det \u00e4ven i de delar som finns kvar. I dag ser vi ett medielandskap d\u00e4r skillnaderna mellan titlarna suddats ut till oigennk\u00e4nlighet och stora l\u00e4sargrupper upplever att de saknar en tidning att identifiera sig med.<br><br>L\u00e4s artikeln h\u00e4r:&nbsp;<a href=\"https:\/\/www.di.se\/debatt\/nar-medierna-tappar-sin-sjal-forlorar-de-marknaden\/\">https:\/\/www.di.se\/debatt\/nar-medierna-tappar-sin-sjal-forlorar-de-marknaden\/<\/a><\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/substackcdn.com\/image\/fetch\/$s_!IKX-!,f_auto,q_auto:good,fl_progressive:steep\/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F8d4320be-8d5c-424a-942e-a0650360444d_900x556.jpeg\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" src=\"https:\/\/substackcdn.com\/image\/fetch\/$s_!IKX-!,w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep\/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F8d4320be-8d5c-424a-942e-a0650360444d_900x556.jpeg\" alt=\"\"\/><\/a><figcaption class=\"wp-element-caption\">Waiting for the Times av Benjamin Robert Haydon<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Jag skriver i Dagens Industri om hur de traditionella mediernas v\u00e4gval gjort att de tappat b\u00e5de publiken och pengarna.<\/p>\n","protected":false},"author":1,"featured_media":7121,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[20,4],"tags":[371,369,370,368],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/www.larsandersjohansson.se\/wordpress\/wp-content\/uploads\/2025\/12\/8d4320be-8d5c-424a-942e-a0650360444d_900x556.jpg","_links":{"self":[{"href":"https:\/\/www.larsandersjohansson.se\/index.php?rest_route=\/wp\/v2\/posts\/7120"}],"collection":[{"href":"https:\/\/www.larsandersjohansson.se\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.larsandersjohansson.se\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.larsandersjohansson.se\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.larsandersjohansson.se\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=7120"}],"version-history":[{"count":1,"href":"https:\/\/www.larsandersjohansson.se\/index.php?rest_route=\/wp\/v2\/posts\/7120\/revisions"}],"predecessor-version":[{"id":7122,"href":"https:\/\/www.larsandersjohansson.se\/index.php?rest_route=\/wp\/v2\/posts\/7120\/revisions\/7122"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.larsandersjohansson.se\/index.php?rest_route=\/wp\/v2\/media\/7121"}],"wp:attachment":[{"href":"https:\/\/www.larsandersjohansson.se\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=7120"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.larsandersjohansson.se\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=7120"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.larsandersjohansson.se\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=7120"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}