TABLE OF CONTENTS
Chapter 1 EXECUTIVE SUMMARY 2
Summary Market Level - News and magazine 2
Summary category level - Newspapers 3
Summary category level - Magazines 4
Chapter 2 INTRODUCTION 5
What is this report about? 5
How to use this report 5
Market Definition 6
Chapter 3 MARKET OVERVIEW 15
Value Analysis, 2003?08 15
Value Analysis, 2008?13 16
Value Analysis, US$ 2003?08 18
Value Analysis, US$ 2008?13 18
Volume Analysis, 2003?08 20
Volume Analysis, 2008?13 21
Distribution Analysis 23
Expenditure & consumption per capita 25
Chapter 4 CATEGORY ANALYSIS - NEWSPAPERS 28
Value Analysis, 2003?08 28
Value Analysis, 2008?13 29
Value Analysis, US$ 2003?08 31
Value Analysis, US$ 2008?13 31
Volume Analysis, 2003?08 33
Volume Analysis, 2008?13 34
Company and Brand Share Analysis 36
Distribution Analysis 40
Expenditure & consumption per capita 42
Chapter 5 CATEGORY ANALYSIS - MAGAZINES 45
Value Analysis, 2003?08 45
Value Analysis, 2008?13 46
Value Analysis, US$ 2003?08 48
Value Analysis, US$ 2008?13 48
Volume Analysis, 2003?08 50
Volume Analysis, 2008?13 51
Distribution Analysis 53
Expenditure & consumption per capita 55
Chapter 6 COUNTRY COMPARISON 58
Value 58
Volume 63
Chapter 7 SWEDEN SOCIOECONOMIC PROFILE 67
Country Overview 67
Key Facts 68
Political Overview 70
Economic Overview 71
Chapter 8 SWEDEN MACROECONOMIC PROFILE 72
Macroeconomic Indicators 72
Chapter 9 RESEARCH METHODOLOGY 77
Methodology overview 77
Secondary research 78
Market modeling 79
Primary research 80
Data finalization 81
Ongoing research 81
Chapter 10 APPENDIX 82
Future readings 82
How to contact experts in your industry 82
Disclaimer 82

LIST OF FIGURES
Figure 1: Sweden news and magazine value and value forecast, 2003?13 (SEK m, nominal prices) 17
Figure 2: Sweden news and magazine category growth comparison, by value, 2003?13 19
Figure 3: Sweden news and magazine volume and volume forecast, 2003?13 (Copies m) 22
Figure 4: Sweden news and magazine category growth comparison, by volume, 2003?13 22
Figure 5: Sweden news and magazine distribution channels, by volume, 2007?08 (%) 24
Figure 6: Sweden newspapers value and value forecast, 2003?13 (SEK m, nominal prices) 30
Figure 7: Sweden newspapers category growth comparison, by value, 2003?13 32
Figure 8: Sweden newspapers volume and volume forecast, 2003?13 (Copies m) 35
Figure 9: Sweden newspapers category growth comparison, by volume, 2003?13 35
Figure 10: Sweden newspapers company share, by volume, 2007?08 (%) 38
Figure 11: Sweden newspapers distribution channels, by volume, 2007?08 (%) 41
Figure 12: Sweden magazines value and value forecast, 2003?13 (SEK m, nominal prices) 47
Figure 13: Sweden magazines category growth comparison, by value, 2003?13 49
Figure 14: Sweden magazines volume and volume forecast, 2003?13 (Copies m) 52
Figure 15: Sweden magazines category growth comparison, by volume, 2003?13 52
Figure 16: Sweden magazines distribution channels, by volume, 2007?08 (%) 54
Figure 17: Global news and magazine market split (value terms, 2008) – Top 5 countries 59
Figure 18: Global news and magazine market value, 2003–08 (Top 5 countries) 62
Figure 19: Global news and magazine market split (volume terms, 2008) – Top 5 countries 64
Figure 20: Global news and magazine market volume, 2003–08 (Top 5 countries) 66
Figure 21: Map of Sweden 69
Figure 22: Annual data review process 78

LIST OF TABLES
Table 1: News and magazine category definitions 7
Table 2: News and magazine distribution channels 8
Table 3: Sweden news and magazine value, 2003?08 (SEK m, nominal prices) 15
Table 4: Sweden news and magazine value forecast, 2008?13 (SEK m, nominal prices) 16
Table 5: Sweden news and magazine value, 2003?08 (US$ m nominal prices) 18
Table 6: Sweden news and magazine value forecast, 2008?13 (US$ m nominal prices) 18
Table 7: Sweden news and magazine volume, 2003?08 (Copies m) 20
Table 8: Sweden news and magazine volume forecast, 2008?13 (Copies m) 21
Table 9: Sweden news and magazine distribution channels, by volume, 2007?08 (%) 23
Table 10: Sweden news and magazine volume, by distribution channel, 2007?08 (Copies m) 23
Table 11: Sweden news and magazine expenditure per capita, 2003?08 (SEK, nominal prices) 25
Table 12: Sweden news and magazine forecast expenditure per capita, 2008?13 (SEK, nominal prices) 25
Table 13: Sweden news and magazine expenditure per capita, 2003?08 (US$ nominal prices) 26
Table 14: Sweden news and magazine forecast expenditure per capita, 2008?13 (US$ nominal prices) 26
Table 15: Sweden news and magazine consumption per capita, 2003?08 (Copies) 27
Table 16: Sweden news and magazine forecast consumption per capita, 2008?13 (Copies) 27
Table 17: Sweden newspapers value, 2003?08 (SEK m, nominal prices) 28
Table 18: Sweden newspapers value forecast, 2008?13 (SEK m, nominal prices) 29
Table 19: Sweden newspapers value, 2003?08 (US$ m nominal prices) 31
Table 20: Sweden newspapers value forecast, 2008?13 (US$ m nominal prices) 31
Table 21: Sweden newspapers volume, 2003?08 (Copies m) 33
Table 22: Sweden newspapers volume forecast, 2008?13 (Copies m) 34
Table 23: Sweden newspapers brand share, by volume, 2007?08 (%) 36
Table 24: Sweden newspapers volume, by brand 2007?08 (Copies m) 37
Table 25: Sweden newspapers company share by volume, 2007?08 (%) 39
Table 26: Sweden newspapers volume, by company, 2007?08 (Copies m) 39
Table 27: Sweden newspapers distribution channels, by volume, 2007?08 (%) 40
Table 28: Sweden newspapers volume, by distribution channel, 2007?08 (Copies m) 40
Table 29: Sweden newspapers expenditure per capita, 2003?08 (SEK, nominal prices) 42
Table 30: Sweden newspapers forecast expenditure per capita, 2008?13 (SEK, nominal prices) 42
Table 31: Sweden newspapers expenditure per capita, 2003?08 (US$ nominal prices) 43
Table 32: Sweden newspapers forecast expenditure per capita, 2008?13 (US$ nominal prices) 43
Table 33: Sweden newspapers consumption per capita, 2003?08 (Copies) 44
Table 34: Sweden newspapers forecast consumption per capita, 2008?13 (Copies) 44
Table 35: Sweden magazines value, 2003?08 (SEK m, nominal prices) 45
Table 36: Sweden magazines value forecast, 2008?13 (SEK m, nominal prices) 46
Table 37: Sweden magazines value, 2003?08 (US$ m nominal prices) 48
Table 38: Sweden magazines value forecast, 2008?13 (US$ m nominal prices) 48
Table 39: Sweden magazines volume, 2003?08 (Copies m) 50
Table 40: Sweden magazines volume forecast, 2008?13 (Copies m) 51
Table 41: Sweden magazines distribution channels, by volume, 2007?08 (%) 53
Table 42: Sweden magazines volume, by distribution channel, 2007?08 (Copies m) 53
Table 43: Sweden magazines expenditure per capita, 2003?08 (SEK, nominal prices) 55
Table 44: Sweden magazines forecast expenditure per capita, 2008?13 (SEK, nominal prices) 55
Table 45: Sweden magazines expenditure per capita, 2003?08 (US$ nominal prices) 56
Table 46: Sweden magazines forecast expenditure per capita, 2008?13 (US$ nominal prices) 56
Table 47: Sweden magazines consumption per capita, 2003?08 (Copies) 57
Table 48: Sweden magazines forecast consumption per capita, 2008?13 (Copies) 57
Table 49: Global news and magazine market value, 2008 58
Table 50: Global news and magazine market split (value terms (US$ m), 2008) – Top 5 countries 61
Table 51: Global news and magazine market volume, 2008 63
Table 52: Global news and magazine market split (volume terms, 2008) – Top 5 countries 66
Table 53: Sweden Key Facts 68
Table 54: Sweden population, by age group, 2003?08 (millions) 72
Table 55: Sweden population forecast, by age group, 2008?13 (millions) 73
Table 56: Sweden population, by gender, 2003?08 (millions) 73
Table 57: Sweden population forecast, by gender, 2008?13 (millions) 74
Table 58: Sweden nominal GDP, 2003?08 (SEK bn, nominal prices) 74
Table 59: Sweden nominal GDP forecast, 2008?13 (SEK bn, nominal prices) 74
Table 60: Sweden real GDP, 2003?08 (SEK bn, 2000 prices) 75
Table 61: Sweden real GDP forecast, 2008?13 (SEK bn, 2000 prices) 75
Table 62: Sweden real GDP, 2003?08 (US$ bn, 2000 prices) 75
Table 63: Sweden real GDP forecast, 2008?13 (US$ bn, 2000 prices) 76
Table 64: Sweden consumer price index, 2003?08 (2000=100) 76
Table 65: Sweden consumer price index, 2008?13 (2000=100) 76