This document discusses the future of free daily newspapers. It provides data on the growth of free newspaper circulation from 1995 to 2008 in various countries and regions. Charts show increases in free newspaper readership in places like the US, Canada, and the Netherlands, as well as for age demographics in the UK and Toronto. The document also discusses various business models for free newspapers, including sharing facilities, advertising, content, titles, and distribution with paid newspapers.

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

2. 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

3. 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

4. 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

5. 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

6. Readership

7. Buenos Aires
Picture: Clarin

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

12. Readership is
the result of
distribution,
not of content

14. Picture: smckearnan / Flickr

15. Advertising

19. Free & paid

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.

21. Joint advertising

22. Sharing content

24. Sharing title

25. Paid & free

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