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Free & paid newspaper readership
1. www.newspaperinnovation.comINMA Summit on Audience Development - Scottsdale February 2009
readership - distribution - advertising - free & paid models
The Future of Free Daily Newspapers
Piet Bakker
University of Amsterdam
Hogeschool Utrecht
8. www.newspaperinnovation.comINMA Summit on Audience Development - Scottsdale February 2009
UK readership 2008
0%
20%
40%
60%
80%
100%
Thelondonpaper
London Lite
Metro
Daily StarThe Sun
Ev Standard -London
The Independent
The GuardianDaily Record
Daily MirrorThe TimesDaily Mail
Daily Express
The Daily Telegraph
45+
15-44
Paid & free dailies, age
9. www.newspaperinnovation.comINMA Summit on Audience Development - Scottsdale February 2009
UK Readership 2008
0%
20%
40%
60%
80%
100%
The Guardian
The Times
The Daily Telegraph
The IndependentEvening StandardThelondonpaper
London Lite
Daily Mail
Metro
Daily Express
Daily Mirror
Daily Record
The SunDaily Star
ABC1
C2DE
Paid & free dailies, wealth
10. www.newspaperinnovation.comINMA Summit on Audience Development - Scottsdale February 2009
14%
13%
9%
8%
17%
18%
15%
20%
18%
18%
25%
27%
30%
35%
32%
32%
33%
31%
24%
24%
26%
26%
17%
18%
18%
9%
14%
16%
8%
7%
Toronto Star
The Toronto Sun
The Globe and Mail
National Post
Metro
24 hours
18-24 25-34 35-49 50-64 65+
Toronto 2007
Paid & free dailies, age groups
11. www.newspaperinnovation.comINMA Summit on Audience Development - Scottsdale February 2009
The Netherlands
70.8
5
65.2
6.1
62.7
7.8
63.1
7.8
62.6
7.6
0
10
20
30
40
50
60
70
80
'02-'04 '04-'05 '05-'06 '06-'07 2007
only free
paid
9.5 million, ± 2
million free and paid
More than 1
million only free
Reach 2002-2007
20. Sharing facilities
We use the same building, the same presses,
and administrative and IT support as The
Courier-Mail but we are a different business
unit. We have our own advertising and
editorial staff. We share circulation staff.