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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

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

why a free daily
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
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

rise decline in europe
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
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
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

close to the readers
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

close to the readers1
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

separate from politics
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
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
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
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 life1
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 life2
Plane of Life
  • Cultural heritage. Babylon, Al-Ukhadir, Kerbala…

Lagos (Nigeria). July 2010

new design
New design
  • A newspaper of the internet age
  • A newspaper people can read in less than half and hour

Lagos (Nigeria). July 2010

new design1
New design
  • Less texts, bigger photographs.
  • Convey stories, interesting. Human approach

Lagos (Nigeria). July 2010

innovation
Innovation
  • Born in the internet age. Linked to new technologies
  • Qué.es is on the front page

Lagos (Nigeria). July 2010

blogs
Blogs
  • We have a lot of readers that usually write their comments in their personal blog sites inside Qué.es

Lagos (Nigeria). July 2010

latest trends
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

don t worry be happy
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