Aftonbladet launches Snack – a new community

The Swedish tabloid Aftonbladet yesterday quietly launched Snack (“chit-chat”), a new community for sharing opinions, videos and photos. Kalle Jungkvist, editor-in-chief of, told Medievärlden that a reason behind the lauch was to move the power from anonymous whiners to people who contribute under their own name (also see blog post from yesterday). Another reason was to stimulate loyalty among readers.

Users will shortly be able to interact with the editorial content at through article comments for example. This feature has not yet been launched.

Martin Jönsson writes that there initially seems to be a very high proportion of Aftonbladet employees among the recently registered profiles. No need yet for Facebook to get worried. Then again, Snack has just been launched and from what I can tell there has not been much marketing of the site either.

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