How Newspapers’ Sport Pages Withstand the Digital Pressure – Comparative Analysis of Finnish and Swedish Tabloid Newspapers

Antti Laine [email protected] University of Jyväskylä Department of Sport Sciences Finland Introduction

• The study is part of ongoing dissertation research project, which should be finished by the end of 2009. • The working title of the dissertation: – Sport Journalism in Finnish and Swedish Tabloid Newspapers • Dissertation includes 8-10 different result themes. This is one of those. • Theoretical background: – Defining concepts (newspapers, tabloids, journalism, sport journalism) – Historical approach – Defining newspapers position in the field of sport journalism (cultural context) – Methodogical aspects Why to study sport journalism?

• The topic is very consumed, but not so studied.

• In Sweden the eight biggest nationwide “free” TV- channels broadcasted an average of 76 hours of sports programs per week2005 (GRN 2006, 20-21). » (SVT1, SVT2, SVT24, TV3, ZTV, TV4, TV4+, Kanal 5)

• In Finland the nine biggest nationwide “free” TV-Channels broadcasted an average of 64 hours of sports programs per week2005 (Aslama ym. 2006.) » (TV1, TV2, YLE24 ja FST-D, MTV3, MTV3+, Nelonen, Nelonen Plus) Why to study tabloids?

• Sport pages are generally separate pull outs and one of the most important sections in tabloids.

• Around 14% of all daily newspapers content in Finland are sport pages (Finnish Newspapers Association 2006).

• During Athens Olympics in 2004, sport pages share of the total content in the following tabloids – Aftonbladet 34 % and Expressen 35 % (Swedish tabloids) – Ilta-Sanomat 29 % and Iltalehti 28 % (Finnish tabloids)

• During Turin Olympics in 2006, sport pages share of the total content in the following tabloids – Aftonbladet 36 % and Expressen 37 % – Ilta-Sanomat 25 % and Iltalehti 27 % Research Material

• The sports pages of two Finnish and Swedish tabloid newspapers • Iltalehti and Ilta-Sanomat (Finish tabloids) • Aftonbladet and Expressen (Swedish tabloids)

• Two research periods » 9.8 - 31.8. 2004 » 8.2 - 28.2.2006 • The coverage of two Olympic Games » 13-28.8.2004 Athens » 6.2-26.2.2006 Turin • Qualitative theme interviews conducted with the sports directors of all four newspapers Main Objectives

• The methods employed

• Success

• Differences between Finnish and Swedish tabloid newspapers Methods

• Qualitative content analysis, hermeneutical approach

• Quantitative descriptions of the newspapers’ circulation development

• General quantitative descriptions of the actual research material Results

A / The methods employed: – Newspapers supplementary information sources:

• Direct towards primary ones • Away from sporting act • Person-oriented • Stronger journalist subjectivity • Narrative stories, storytelling • Tablodization, writing controversially • Analysis Results

B / Success

– Surprisingly well.

– Habit of reading printed newspapers still strong.

– Average circulation rate (per 1000 inhabitants) of daily newspapers is in Finland 514,7 and in Sweden 466,2. Worldwide only Japan and Norway are ahead. (World Press Trends 2007.)

– Newspapers share of all media advertising revenues is around 50% in both countries (Sauri 2007, 273; Weibull 2007, 78). Results -Newspapers Circulation Development

Finland

Helsingin Sanomat 600000 Ilta-Sanomat Iltalehti 500000

400000

300000

200000

100000

0 1980 1982 1984 1990 1992 2002 2004 2006 1986 1988 1994 1996 1998 2000

Sweden

600000 DAGENS NYHETER VARDAG AFTONBLADET VARDAG 500000 EXPRESSEN VARDAG 400000

300000

200000

100000

0 1992 1982 1984 1986 1988 1990 1994 1998 2000 2002 2004 2006 1980 1996 Results

C/ Differences between Finnish and Swedish tabloid newspapers – Swedish tabloid newspapers are in many ways more progressive and more fashionable.

– Finnish papers are trying to move in the same direction.

– In Swedish newspapers television listings and event guides are more detailed, diverse and take up more room. In Swedish newspapers there are also considerably more television reviews and other television related articles.

– New media (www, sms, e-mails) on sports pages, i.e., interaction with readers Results – TV on sport pages

Athens 2004

Newspaper Journalistic television Other television Total (publishing days in brackets) reviews articles

Aftonbladet (20) 19 3 22

Expressen (20) 15 7 22

Ilta-Sanomat (17) 6 5 11

Iltalehti (17) 0 1 1

Turin 2006

Newspaper Journalistic television Other television Total (publishing days in brackets) reviews articles Aftonbladet (21) 22 12 34 Expressen (21) 16 14 30 Ilta-Sanomat (18) 5 5 10 Iltalehti (18) 4 5 9 Discussion

• Hard competition between and within media groups.

• In Scandinavia printed newspapers have matched the digital pressure reasonably well.

• Especially tabloids have succeeded were the sport pages are one of the most important sections. Thank You

Antti Laine [email protected] University of Jyväskylä Department of Sport Sciences Finland