Sydsvenskan Launches Weekend Section

Beginning with the upcoming weekend, southern Swedish daily newspaper Sydsvenskan will change the look of the second section of the paper for the weekend editions. The Friday paper will focus on the end of the week and what's happening during the weekend. The section will include the culture pages for young people and arts reviews. The Saturday paper will focus on TV and style, while certain pages will feature food and drink as well as reporting on popular culture.

"The Friday paper should offer a faster tempo and give readers an overview of everything you can do during the weekend," says Dan Iversson, project manager for the new weekend initiative.

On Sunday, readers will find long articles in the form of special book pages and arts and culture features and reporting. There will also be travel articles.

"Saturdays can feel a bit lighter, while Sundays should be weightier and offer longer reading," says Maria G. Francke, Sydsvenskan's features editor.

This week Sydsvenskan is also launching a campaign to highlight the new weekend editions. In the print Sydsvenskan, at Sydsvenskan.se and during the current citywide Malmöfestivalen the campaign will show that there's plenty to read in Sydsvenskan during the weekend. You need a second you to keep up  - a doppelganger.

"We want to make weekends a little easier for our readers so they can have more time to read the new second section of the paper," says Katarina Liljenberg, Sydsvenskan's marketing manager. "By letting a doppelganger do all the boring things you have to do during the weekend, you will have more time to read Sydsvenskan."

Sydsvenskan will be sponsoring a contest where participants can win a doppelganger by describing what the doppelganger should do and when they want it. A total of 18 people will win a doppelganger during the two weekends of the contest. The doppelgangers will be filmed while they carry out their tasks and the videos will be shown on  Sydsvenskan's Facebook page.

The campaign is being carried out with the ad agency The Fan Club with help from event company Dreambag.