The motivation for this thesis was to find, by a literature review,
determinants that could show if the concept mass customization can
be used successfully to implement the individualized printed
newspaper. With the individualized newspaper, newspaper companies
can address developments in their business environment which have
lead to a significant decline in their readership. The
individualized newspaper is in a new approach which provides the
opportunity for publishers to counter that decline, and potentially
create new sources of income. It follows the slogan of editors in
the 70s, "Give readers what they want" (Gladney, 1996). But in the
70s this was not possible due to a lack of visionary thinking and
concepts, plus the unavailability of appropriate technology. It
took almost three decades for the digital printing technologies and
information and communication systems to reach a sufficient level
of maturity to break through these barriers. Concurrent with the
technological evolution the concept of "Mass Customization" was
developed. This describes a method which enables companies to offer
individual products or services to the masses. The subject of this
thesis has been to investigate the opportunity of using the concept
of "Mass Customization" to bring to fruition the individualized
newspaper as a tangible product.
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