Två dagar senare ... En uppsats om helgens guldkant

Abstract

About a year ago, Göteborgs-Posten, one of Sweden's largest daily newspapers, decided it was unprofitable to continue producing their feature-style weekend magazine, Två Dagar. Standing at a crossroads, not wanting to stop producing the weekend magazine altogether, they decided to outsource. Spoon Publishing AB, a content agency with strong ties to Göteborg, were assigned with taking over the production. Going forward, Spoon has taken over a majority of the responsibility for the conceptual work and actual production, all with the main purpose of reducing cost and increasing efficiency. Normally Spoon does content marketing for a wide range of customers in an equally wide spectra of channels, from print to radio, television and web. The main purpose of this essay has been to investigate and establish whether the journalistic integrity and quality has in fact been maintained despite the weekend magazine being outsourced. We have analyzed selected editions of the magazine, first and foremost in articles under the vignette fashion, using a qualitative method for content analysis, scrutinizing everything from the denotation of single words to the big picture. This specific vignette contains the most frequent contributions by in-house, or at least reappearing, journalists. Perusing the material in Två Dagar, we have come to the conclusion that the magazine has indeed retained its level of quality and still reflects the same core values as before being outsourced.