Chapter 6 · The role of the media
En svensk tidning säljer lösnummer och annonsplats. Vilka är köparna, i den ordningen?
A Swedish newspaper sells individual copies and advertising space. Who buys them, in that order?
Correct answer: Readers and advertisers
Readers buy individual copies, while advertisers buy advertising space. One newspaper can therefore have several kinds of revenue.
Key words
lösnummer · individual newspaper copy
Source: UHR: Sverige i fokus, korrigerad version 2026-08-10 · Privat- och reklamfinansierade medier, lösnummer och reklam, s. 21
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Why this option does not fit
Annonsörer och läsare
The roles are reversed: the reader buys the copy and the advertiser buys advertising space.
Staten och prenumeranter
Individual copies are bought by readers; subscribers buy recurring access, not advertising space.
Läsare och staten
Whoever buys advertising space is an advertiser; the state is not the general customer category.