1 / 12

Exploring the Future of Free Dailies in Europe: Trends, Challenges, and Opportunities

In 2006, free daily newspapers experienced significant growth across Europe, with increased circulation and expanding titles. Countries like Spain and Denmark reported notable market shares, while the appeal of quality content and effective distribution emerged as key factors driving readership. This research examines the evolving landscape of free versus paid models, the declining market share of traditional newspapers, and the changing habits of younger audiences. As advertising budgets rise and competition intensifies, understanding these dynamics is essential for future success in the newspaper industry.

hilda-downs
Télécharger la présentation

Exploring the Future of Free Dailies in Europe: Trends, Challenges, and Opportunities

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. A Free Future? Dr Piet Bakker University of Amsterdam

  2. Free dailies 2006 • Spain: 4 national, 20 local (54% circulation) • Denmark: 5 (64% circulation) • Prague, London, Paris: 4 titles • Switzerland, Italy, Athens, Stockholm: 3 title

  3. Europe 2006 + 60% circulation + 30 new titles + 80 editions > 24 million circulation > 20% of total circulation

  4. Paid circulation Europe

  5. Paid & Free Europe

  6. The secret of their ‘succes’ • Newspaper advertsing valued • Dropping market share of paid papers • Younger readers harder to reach • Internet & tv fragmented • Economic recovery • Rising advertising budgets • Free no longer suspect • Quality content • Options for advertisers

  7. Myths: content & readers • Readership is the result of distribution, not of content • Majority of readers of an average free daily don’t belong to targeted 18-34 ABC1 group

  8. Trends in distribution • Afternoon • Switzerland, France, Spain, Denmark • Non public transport • Hawkers, kiosks, restaurants, racks • Door-to-door • Iceland, US, Denmark, Czech Rep. • Saturday • Denmark, Iceland • Mixed paid / free models • UK, Denmark, Italy, Switzerland

  9. Trends in content • Local • Sport (Italy, Spain, France) • Ethnic (US) • Bussines (UK, Germany, Switzerland) • Political (Spain, Denmark, Iceland)

  10. Non-dailies • Weeklies, Bi-weeklies, Monthlies • Entertainment / leisure (Poland) • Tourism (Spain, Netherlands) • News, daily look-a-likes (Sweden) • Sports (Spain, UK, France, Italy) • Business (France, UK, Germany, Switzerland) • Real estate (Sweden, Finland, France) • Women (UK)

  11. Paid versus Free • Can both models co-exsist? • Vulnarable • Single copy sales, tabloids, 2nd papers, ‘general audience’ papers • Survivers • Strong local brands, well-defined up-market readership, business papers

  12. www.newspaperinnovation.com Monthly newsletter Mail: piet.bakker@uva.nl

More Related