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A Free Future?

A Free Future?. Dr Piet Bakker University of Amsterdam. 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. Europe 2006. + 60% circulation + 30 new titles

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A Free Future?

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  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

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