I have been working during the last few days in Scandinavia and found that there is great expectation about a new free paper that could be launched in September by a newspaper group from Iceland.
The idea is not new, and Javier Errea, that now is one of our consultants, was four years ago the force behind the DIARIO LIBRE project in the Dominican Republic, a country with not reliable press and where the traditional paid newspapers together sell no more than 100.000 copies
Today DIARIO LIBRE alone delivers almost 100.000 copies of a 48 pages full color tabloid with a great design, a lot of advertising and a fair amount of balanced news to the top of the market houses in the Great Santo Domingo.
As Carlos Soria, president of INNOVATION, said in a recent presentation at the Congress of the Spanish Free Newspapers Publishers Association, “free newspapers are here to stay and progress, and now is the time for the third generation of the new quality home delivered free papers.”
Let’s what happens in Denmark when the Iceland invaders comes to the houses of thousands of wealthy Danish people. Papers could be free but home distribution is quite expensive in markets where home delivery workers get more than $30 per hour.