Advertisers in Italy are discovering that free dailies are delivering a new, "very tempting market" of people who previously didn't read newspapers, according to the International Herald Tribune. Instead of diluting the market for paid papers — a fear many U.S. publishers of paid papers have — free dailies in Italy have created their own market and are contributing to the stability of the newspaper industry "because they reach an audience that wasn't reached before," said Bocconi University media and economics professor Fabrizio Perretti. Above, in an AP photo, a distributor hands out the Corriere della Sera Anteprima in Milan.
Tuesday, January 08, 2008
Freesheets stabilize newspapers in Italy
Advertisers in Italy are discovering that free dailies are delivering a new, "very tempting market" of people who previously didn't read newspapers, according to the International Herald Tribune. Instead of diluting the market for paid papers — a fear many U.S. publishers of paid papers have — free dailies in Italy have created their own market and are contributing to the stability of the newspaper industry "because they reach an audience that wasn't reached before," said Bocconi University media and economics professor Fabrizio Perretti. Above, in an AP photo, a distributor hands out the Corriere della Sera Anteprima in Milan.
