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

0 5,000 10,000 15,000 20,000
25,000 30,000 35,000 40,000 45,000 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 circulation (x 1000) 0 50 100 150 200 250 Countries Titles Circulation

www.newspaperinnovation.comINMA Summit on Audience Development
- Scottsdale February 2009 Continents 0 5,000 10,000 15,000 20,000 25,000 30,000 2000 2001 2002 2003 2004 2005 2006 2007 2008 Europe Americas Asia Pacific Africa

www.newspaperinnovation.comINMA Summit on Audience Development
- Scottsdale February 2009 US circulation 0 10000 20000 30000 40000 50000 60000 2000 2001 2002 2003 2004 2005 2006 2007 2008 Paid Free

www.newspaperinnovation.comINMA Summit on Audience Development
- Scottsdale February 2009 Circulation Canada 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 2000 2001 2002 2003 2004 2005 2006 2007 2008 Free Paid

Readership

Buenos Aires
Picture: Clarin

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

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

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

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

Readership is the result of
distribution, not of content

Picture: smckearnan / Flickr

Advertising

Free & paid

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.

Joint advertising

Sharing content

Sharing title

Paid & free

www.newspaperinnovation.comINMA Summit on Audience Development
- Scottsdale February 2009 www.newspaperinnovation.com free monthly newsletter mail: piet.bakker@uva.nl