Presentation given at INMA readership Summit, February 21, 2009, Scottsdale (AZ).

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
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mail: piet.bakker@uva.nl