the success of free dailies
DESCRIPTION
The Success of Free Dailies. A daily in the heights Interaction with Editors at the School of Media and Communications. P.A.U. Why a free daily?. The advantages of a free media (TV, radio, internet & Press): Broad audience Younger people Great consumer goods Family oriented newspaper - PowerPoint PPT PresentationTRANSCRIPT
The Success of Free Dailies
A daily in the heightsInteraction with Editors at the School of Media
and Communications. P.A.U.Lagos (Nigeria). July 2010
Why a free daily?
The advantages of a free media (TV, radio, internet & Press):• Broad audience• Younger people• Great consumer goods• Family oriented newspaper• Open to more advertising
Lagos (Nigeria). July 2010
35 million copies each day
Lagos (Nigeria). July 2010
TEN AMAZING YEARSFrom less than 10 million copies in 2000 to 35 in 2010
From less than 50 titles all over the world, to 200
From five countries, to more than 60
Rise & decline in Europe
Increased in a spectacular way. Except Norway and some eastern countries, all markets are served by free newspapers.
Iceland, Portugal and Spain (in red) are the best places for free dailies in market share.
In Spain we have 3 national free dailies. Total audience is close to 5 million readers per day.
Only Germany and Poland (for the biggest european countries) have a low level of presence of free dailies.
Circulation dropped 18% in 2009
Lagos (Nigeria). July 2010
This time for Africa
Four countries• Egypt• South Africa• Morocco• Bostwana. The
government oficial newspaper is free and is the leader. The best market share.
Lagos (Nigeria). July 2010
Largest circulation
Lagos (Nigeria). July 2010
Three of the largest papers in Spain are free dailies (red colour in chart).
The number one is ‘20 Minutos’ Number three ‘Qué!’ Number five ADN
Our readers: More female than men
Age: From 25 to 44 Middle class 88,5%
Close to the readers
Lagos (Nigeria). July 2010
Ten diferent editions with different topics in the cover More than 60 journalists in ten different cities
Close to the readers
Lagos (Nigeria). July 2010
Following a new journalism: Different topics Human interest Easy to read Link to new tecnologies Easy to understand
Collecting a debt is almost an Impossible mission
Separate from politics
An agenda not for the politicians
Domestic affairs, health, gas price, familiar relationships…
Cinema, television and sports are on the cover
Lagos (Nigeria). July 2010
Close to the jobless & workers
• A special link with the jobless was created in january 2009 with a campaign to support and give voice to all the unemployed people.
• We have been close to them in the worse age of their lives
• The jobless act
Lagos (Nigeria). July 2010
Charities
Paco Larrañaga, the man behind bars is a spanish-filipino citizen. He was in prison in the Philippines on charges of murder.
In 2005 he was in the death corridor in that country.
We started a campaign in order to stop his death, against the capital punishment.
In less than one month, the paper obtained more than 120.000 signatures.
All of the political parties in the spanish congress supported the campaign
Lagos (Nigeria). July 2010
Plane of Life
It was a challenge to help the most devastated country in the world
We trusted in our readers support. They gave the money to develop the plan
40 iraqui children (like Mahdi) needed surgery in a spanish hospital. He had a heart disease and learned to walk in our country
Lagos (Nigeria). July 2010
Plane of Life
With the support of four regional governments in Spain and the Red Cross
We explained the iraqui war through the eyes of Shayma and the other children. A week after the heart surgery she was happy with our photograph
Nominated to the Principe de Asturias Awards.
Lagos (Nigeria). July 2010
Plane of Life
Lagos (Nigeria). July 2010
• Cultural heritage. Babylon, Al-Ukhadir, Kerbala…
New design
• A newspaper of the internet age• A newspaper people can read in less than half and hour
Lagos (Nigeria). July 2010
New design
Lagos (Nigeria). July 2010
• Less texts, bigger photographs. • Convey stories, interesting. Human approach
Innovation
Lagos (Nigeria). July 2010
Born in the internet age. Linked to new technologies Qué.es is on the front page
Blogs
Lagos (Nigeria). July 2010
We have a lot of readers that usually write their comments in their personal blog sites inside Qué.es
Latest trends
Lagos (Nigeria). July 2010
Italian free daily introduced a mobile version this july
Update news content also during the summer
Ready for the future
Don’t worry. Be happy
• Boss, next Monday I’ll be late to work• One of most successful cut-outs of the paper
• People have enough problems for the day
Lagos (Nigeria). July 2010