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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
+ 80 editions
> 24 million circulation
> 20% of total circulation
Paid circulation Europe
0
20,000
40,000
60,000
80,000
100,000
120,000
19951996199719981999200020012002200320042005
East Eur (3)Scand (5)mid Eur (8)south Eur (5)
Paid & Free Europe
010,00020,00030,00040,00050,00060,00070,00080,00090,000
100,000
1995 1997 1999 2001 2003 2005
freepaid
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
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
Trends in distribution
I. Afternoon– Switzerland, France, Spain, Denmark
II. Non public transport– Hawkers, kiosks, restaurants, racks
III. Door-to-door– Iceland, US, Denmark, Czech Rep.
IV. Saturday– Denmark, Iceland
V. Mixed paid / free models– UK, Denmark, Italy, Switzerland
Trends in content
I. Local
II. Sport (Italy, Spain, France)
III. Ethnic (US)
IV. Bussines (UK, Germany, Switzerland)
V. Political (Spain, Denmark, Iceland)
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)
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
