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The Success of Free Dailies

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

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The Success of Free Dailies

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  1. The Success of Free Dailies A daily in the heights Interaction with Editors at the School of Media and Communications. P.A.U. Lagos (Nigeria). July 2010

  2. 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

  3. 35 million copies each day TEN AMAZING YEARS From 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 Lagos (Nigeria). July 2010

  4. 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

  5. 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

  6. Largest circulation • 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% Lagos (Nigeria). July 2010

  7. Close to the readers • Ten diferent editions with different topics in the cover • More than 60 journalists in ten different cities Lagos (Nigeria). July 2010

  8. Close to the readers • 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 Lagos (Nigeria). July 2010

  9. 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

  10. 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

  11. 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

  12. 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

  13. 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

  14. Plane of Life • Cultural heritage. Babylon, Al-Ukhadir, Kerbala… Lagos (Nigeria). July 2010

  15. New design • A newspaper of the internet age • A newspaper people can read in less than half and hour Lagos (Nigeria). July 2010

  16. New design • Less texts, bigger photographs. • Convey stories, interesting. Human approach Lagos (Nigeria). July 2010

  17. Innovation • Born in the internet age. Linked to new technologies • Qué.es is on the front page Lagos (Nigeria). July 2010

  18. Blogs • We have a lot of readers that usually write their comments in their personal blog sites inside Qué.es Lagos (Nigeria). July 2010

  19. Latest trends • Italian free daily introduced a mobile version this july • Update news content also during the summer • Ready for the future Lagos (Nigeria). July 2010

  20. 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

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