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The success of the paper was a result of Turnblad's aggressive management style, as well as the large numbers of Swedish immigrants who supported it. He created a technically advanced newspaper by using the best printing equipment available. He was the first Swedish publisher in America to set his paper by Linotype machine. In 1903 "Svenska Amerikanska Posten" became the first Swedish language paper to use a duplex rotary color printing press, enabling the creation of color illustrations.