COPENHAGEN – A new free newspaper hit the streets of Copenhagen yesterday, the first of at least four such publications being launched this year in what has been labelled a “newspaper war” by Danish media.
The tabloid, Dato, published by media group Berlingske Officin, was being handed out at key traffic points in the Danish capital, and will also be distributed directly to homes in Denmark’s major cities starting tomorrow. Also tomorrow, rival media group JP/Politikens Hus is to launch its own free newspaper, 24timer, while Metro International SA will introduce a free afternoon newspaper next week in addition to the metroXpress daily it already distributes in the morning.The battle lines formed earlier this year when Icelandic conglomerate 365 Media Scandinavia shocked the Danish newspaper industry by announcing it would issue a free newspaper, Nyhedsavisen, to some 500 000 homes in Denmark.Danish media groups scrambled to meet the challenge with free newspapers of their own.Nyhedsavisen was left at the back of the pack with a yet-to-be-determined launch date sometime later this year.”Some of these free papers will fold, because there is not enough advertising money to sustain them,” said media analyst Malene Birkebaek Hubertz.Danish papers sell advertising space worth 3,1 billion kroner (US$221 million) a year, according to Dansk Oplagskontrol, which surveys circulations.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.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.”I think free newspapers are super,” said Natasja Gorski, 20, a day-care centre worker, “I don’t think it is necessary to have a paid newspaper subscription, because I take the train every day and only have 10 minutes to read the paper.”Sven Hansen, 68, said he would skim through the free papers, but would not stop reading other dailies.”If I find something I’d like to know more about, I can go buy another paper and get a deeper perspective,” he said.There are also concerns that Danes will be inundated with free newspapers.The Danish Consumer Council has offered mailbox stickers reading: “No free newspapers, please.”Nampa-APAlso tomorrow, rival media group JP/Politikens Hus is to launch its own free newspaper, 24timer, while Metro International SA will introduce a free afternoon newspaper next week in addition to the metroXpress daily it already distributes in the morning.The battle lines formed earlier this year when Icelandic conglomerate 365 Media Scandinavia shocked the Danish newspaper industry by announcing it would issue a free newspaper, Nyhedsavisen, to some 500 000 homes in Denmark.Danish media groups scrambled to meet the challenge with free newspapers of their own.Nyhedsavisen was left at the back of the pack with a yet-to-be-determined launch date sometime later this year.”Some of these free papers will fold, because there is not enough advertising money to sustain them,” said media analyst Malene Birkebaek Hubertz.Danish papers sell advertising space worth 3,1 billion kroner (US$221 million) a year, according to Dansk Oplagskontrol, which surveys circulations.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.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.”I think free newspapers are super,” said Natasja Gorski, 20, a day-care centre worker, “I don’t think it is necessary to have a paid newspaper subscription, because I take the train every day and only have 10 minutes to read the paper.”Sven Hansen, 68, said he would skim through the free papers, but would not stop reading other dailies.”If I find something I’d like to know more about, I can go buy another paper and get a deeper perspective,” he said.There are also concerns that Danes will be inundated with free newspapers.The Danish Consumer Council has offered mailbox stickers reading: “No free newspapers, please.”Nampa-AP
