Background: The digital development has led to major changes in the newspaper industry, which in turn has changed consumer behavior and created several threats and opportunities. Having to constantly adapt to new tools and channels has proven to be problematic, at the same time it is crucial for the future of the company to use these new channels. In the industry, a paradigm shift is taking place, where traditional channels are being replaced by digital ones. The paper issue of the newspaper is constantly under threat.

Research question: What factors are behind newspapers decision to keep working with the paper issue?

Theoretical Framework: The theoretical framework describes different effect in various channels, information needs, consumers relationship with the papers issue and differences between groups regarding functions, various media choice and previous relationship with the internet.

Method: The study had followed a qualitative method with an iterative approach, where a cross section design has been conducted. The primary data has been collected through three interviews with three different companies. Which was then supplemented by secondary data in the form av company websites and reports.

Conclusions: There are several underlying factors behind the decision of keeping the paper issue, it is an attractive platform with many readers. Its historical image and relationship with readers results in high revenue and a stable reader circle which would be greatly affected if the paper issue was removed. The paper issue has several advantages that digital channels do not yet possess.