Abstract
Based on decades of comparative research on the national tabloid industry in the Nordic countries, a forecast is made, based on the product life cycle (PLC) theory, that the Swedish national tabloid industry will decline. As PLC theory is a blunt forecasting instrument, every precaution is taken; still a forecast is made that the No.2 tabloid will lose the present endgame to the market leader and disappear in 5-10 years time. End-game strategies as well as exit barriers are discussed in detail. The conclusions are valid for the national tabloid industries in the other Nordic countries following the same pattern of development. In passing, the question is raised of whether Internet publishing will change the rules of the game.