A Free Future? Dr Piet Bakker University of Amsterdam.

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A Free Future? Dr Piet Bakker University of Amsterdam

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

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

A Free Future?

Dr Piet Bakker

University of Amsterdam

Page 2: 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

Page 3: A Free Future? Dr Piet Bakker University of Amsterdam.

Europe 2006

+ 60% circulation

+ 30 new titles

+ 80 editions

> 24 million circulation

> 20% of total circulation

Page 4: A Free Future? Dr Piet Bakker University of Amsterdam.

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)

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Paid & Free Europe

010,00020,00030,00040,00050,00060,00070,00080,00090,000

100,000

1995 1997 1999 2001 2003 2005

freepaid

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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

Page 7: A Free Future? Dr Piet Bakker University of Amsterdam.

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

Page 8: A Free Future? Dr Piet Bakker University of Amsterdam.

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

Page 9: A Free Future? Dr Piet Bakker University of Amsterdam.

Trends in content

I. Local

II. Sport (Italy, Spain, France)

III. Ethnic (US)

IV. Bussines (UK, Germany, Switzerland)

V. Political (Spain, Denmark, Iceland)

Page 10: A Free Future? Dr Piet Bakker University of Amsterdam.

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)

Page 11: A Free Future? Dr Piet Bakker University of Amsterdam.

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

Page 12: A Free Future? Dr Piet Bakker University of Amsterdam.

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