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In 1887, Turnblad became the manager of the Swedish-language newspaper "Svenska Amerikanska Posten". His brother, Magnus Turnblad, joined him as the editor in 1890. Turnblad was very interested in new technology and was the first publisher of a Swedish language newspaper to use a Linotype machine. After acquiring a duplex rotary color printing press in 1903, Turnblad also included color illustrations. Under Turnblad's management circulation increased steadily, growing from just 1,400 in 1887 to 40,000 by 1900. In The success of "Svenska Amerikanska Posten" together with his other investments made Turnblad very wealthy.