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Thursday, August 17, 2006
Giveaway newspaper war erupts in Denmark
If the revenue for a free newspaper is generated from an interior type source (a paid advertiser)then what need is there to pertain to the exterior source (a person who buys the paper)?
Since people aren't phycially paying for the paper than why should a free publication need to uphold journalism ethics towards them?
If it's a free publication why would the printer/publisher care?
Giveaway newspaper war erupts in Denmark
New freebie tab hits streets; three more to launch within year
JASMINA NIELSEN
Associated Press
COPENHAGEN -- A free newspaper hit the streets of Copenhagen yesterday, the first salvo in an emerging war among free dailies in Denmark. At least three others are expected to be launched this year.
Hawkers started handing out copies of the tabloid Dato at key traffic points in the Danish capital, and copies will also be distributed directly to homes in Denmark's major cities starting today.
The newspaper, which means "date" in Danish, is being published by Berlingske Officin AS, which also publishes several other newspapers including one of Europe's oldest dailies, Berlingske Tidende. Berlingske Officin's parent company has agreed to be bought by Mecom Group PLC, a media investment company in Britain.
Rival media company JP/Politikens Hus AS plans to launch its own free newspaper, 24timer, today while Metro International SA will introduce a free afternoon newspaper next week in addition to the free metroXpress daily it already distributes in the morning. In addition to metroXpress, Denmark already has another free daily newspaper called Urban.
The battle lines formed earlier this year when Icelandic conglomerate 365 Media Scandinavia shocked the Danish media industry by announcing it would issue a free newspaper, Nyhedsavisen, to some 500,000 homes in Denmark.
Danish media companies scrambled to meet the challenge with free papers of their own. Nyhedsavisen was left at the back of the pack with a yet-to-be-determined launch date some time later this year.
Media analyst Malene Birkebaek Hubertz said some of the newspapers were likely to fold because there's not enough advertising money to sustain all of them.
Birkebaek Hubertz said the new free newspapers would have to conquer at least half of the newspaper advertising market to survive, since that is their only source of revenue. Danish newspapers sell about 3.1 billion kroner ($598-million) worth of advertising a year, according to Dansk Oplagskontrol, which surveys circulations.
The fact that many of the free newspapers will be distributed to homes has also raised concerns that they will compete with subscription dailies, which already are seeing dwindling circulation.
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