Introduction: The evening tabloids in Sweden have been going through a change towards moving into alternative media channels during the last decades. It is essential to capitalize on the evening tabloids strong brands in order to enhance growth and to stay in the top of the tough competition. Advertising has become of larger importance for Aftonbladet and Expressen since the move into alternative media channels. People tend to be increasingly interested in free news media and one of the most essential issues that Aftonbladet and Expressen are facing is how to increase its brand equity through entering alternative media channels.

Purpose: To research and analyze the development of Aftonbladet’s and Expressen’s brand equity in terms of brand extensions and establishments in alternative media channels.

Method: To fulfill the purpose the authors have conducted a quantitative study with a standardized questionnaire. The sample consists of 100 respondents between 19-24 years of age who have been contacted at Jönköping University, A6 shopping mall in Jönköping and at the city centre of Jönköping.

Results: The study revealed that this group has an extremely low purchasing rate of the actual hard copy. Although the awareness of the brands Aftonbladet and Expressen are solid in their mind set. Instead it is of greater importance for this group what type of extra services and activities that is provided online. The researched target group is attracted by customized and accessible information which are of high quality and is distributed without any additional cost. Aftonbladet has developed a more efficient strategy in terms of brand extensions than Expressen in order to enhance its brand equity.