Swedish researchers for Sifo Research International have mapped out changing readership patterns of both paid and free dailies in Sweden on each day of the week, concluding that Thursday is the best day for free dailies, while paid morning subscription papers show almost no readership variation on different weekdays. Sunday readership for those papers, however, tends to increase, Newspaper Innovation reported Friday.

Peter Callius and Anders Lithner detailed their findings in their paper Daily Reach and Beyond, which was presented at the Readership Symposium in Vienna last month.