"A sizable part of its premium content offering has involved pioneering an interactive, online weight-loss program called the 'weight club,' which has generated the online newspaper millions. At the moment, Aftonbladet's major online revenue streams come from advertising, classifieds, and premium content. Jungkvist says he hopes that by 2010, 75 percent of the website's revenue will come from premium content, with online advertising making up only 25 percent."
It is my strong belief there won't be a premium on traditional newspaper content, so I'm really curious how they would define that. Will this newspaper still be a newspaper in 2010 if it makes money by exploiting 'weight clubs'?