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A Swedish newspaper feels it is facing a new kind of competition: Facebook.

After a focus group revealed that 20-somethings spent so much time at Facebook, Swedish newspaper Aftonbladet decided the social network was its main competitor. That is, after its traditional (and long-defeated) news rival, a tabloid called Expressen.

Jan Helin, editor-in-chief of Aftonbladet, tells the Media Culpa blog that the reality of the online market is a competition for time. Though Expressen was the main competitor, "the picture is more complex in reality, we compete about people's time and with what you do online."

Over at BuzzMachine, Jeff Jarvis thinks the newspaper is looking at the wrong way, and that they should focusing on ways to embrace the Facebook crowd:

"I’d be figuring out how to get news that matters to you in your news feed. I’d be finding ways to tie you with other people who share your interest and know what you want to know. I’d find ways to enable you to recommend more news to your friends.

"Seen this way, Facebook isn’t a competitor for a newspaper. It’s just another place to help your community."