Even newspapers that are normally read in the metro on the way to work are forced to follow the tablet trend. "Our target group is on the move," Holmlund explains, so one of the problems was that the iPad is too heavy. But with its app, which will be launched next week, Metro wants to reach additional readers.
A member of the audience at the 4th International E-reading and Tablet Conference asks what Metro expects by launching the app. Holmlund replies that even though the publishing house has a profit-making print version, it is unclear what will happen to it in 10 years. "We are experimenting," he concludes.