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shapeshape
Eight shareholders talk SCA
 
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Kids as a trend
 
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Turning waste to energy
 
packaging thatsaves livescafésclean uptheir act
camera:
 a room ofone’s own
how to sell
taboo productsanalystswith an eyeon the earth
 
8  trends redefining media as  we k no w i t
 
 talk  is cheap
a magazine from
sca
on trends, markets and business nº 2 2007
 
Contents Nº 2 2007
differenT.
Shape investigatesmegatrends in theworld of media
The fuTure
of newSpaperS
iSn’T bleak, iT’S juST
 
6
 
04 Shape up
Which famous tennis star recommends buyingSCA shares? What is the name of the world’slargest retail chain? Find out in Shape Up.
06 Shape cover
The world reads more print news than ever.But many publishers are in trouble. Shape looksat the trends changing the media map.
14 TrendS
Read how to market tricky products, why kidshave become a trend and about packaging thatcan save lives.
20 profile
Shape meets Susanna Jacobson, a London-basedanalyst who keeps track of the intersection whereglobal warming and business meet.
24 Technology
The new soda recovery boiler can provide anentire pulp mill with heat and electricity.
26 Sca inSide
What do small stockholders think about SCA?Shape meets eight who attended the recent annualmeeting. Read more of what’s on the way at SCA.
30 camera
Exclusive or plain. Camera peeks into the mostprivate of all rooms: the WC.
34 Shaping a view
Between 2005 and 2010, SCA will lower its waterconsumption by 15 percent. Daniel Solberg, incharge of SCA’s Water Network, explains how.
[2
*
2007] 
Shape
SCA
*
3
SCA Shape
is published in Swedish and English. The con-tents are printed on GraphoCote 80 gram from SCAForest Products. Reproduction only by permission ofSCA Corporate Communications. The opinions expressedherein are those of the authors or persons interviewedand do not necessarily reflect the views of the editors orSCA. You can subscribe to
SCA
Shape or read it as a pdfat www.sca.com.
202430
SCA Shape
 
is a magazine from SCA
Address
SCA,Communications and Investor Relations, Box 7827,103 97 Stockholm
Telephone
+46 8 788 5100
Fax
+46 8 678 8130
Publisher
Bodil Eriksson
Managing editor
Anna Selberg
Editorial
Anna Selberg, SCA and Göran Lind, KristinPäeva, Appelberg
Design
Mats Wester, Appelberg
Printer
Sörmlands Grafiska Quebecor AB,Katrineholm
Cover photo
Pysse Holmberg
 
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