When we started working with Göteborgs-Posten in 1988 it was still big news that newspapers were going to start printing in colour. The idea of the Internet and free papers was unheard of.
Viewed from this perspective, the media-world’s development has been undeniably rapid. Today competition is brutal. But GP is still Sweden’s second largest morning paper with over 600,000 readers. And Internet, news delivered to cell phones and web-based TV are perceived as integral parts of GP for everyone.
The more global the media world becomes, the more important it is for Göteborgs-Posten to be local. That is confirmed in reader surveys and one-on-one interviews. Of course, GP should have credible international coverage, but news from Gothenburg is the crucial difference.
A position that we have for some time tried to summarize with: "Better 'lokalsinne'" (sense of place). In addition to brand advertising with a local theme, we do much more for GP – from increasing the subscriber base to marketing investigative reporting under the theme of "GP Investigates." An ongoing strategy is to highlight new products and product upgrades in all channels.
But it seems the extreme local loyalty is also what is most appreciated outside of Gothenburg: the campaigns for "A better sense of place" has won a number of Golden Eggs, Gold Lions at Cannes, the Grand Prize at Eurobest and received The Finest Swedish award for long-term brand building.