Freesheets and the power of print

December 11, 2006 at 5:13 am Leave a comment

London Papers  

Mark (MindShare China) writes:

This picture of the London Underground at psfk reminded me how many people read newspapers in the UK (versus China) especially during their commute to work. 

And one of the biggest trends recently has been the arrival of the ‘free sheets’ – free newspapers, which are also now proliferating around Asia. There are now at least three free newspapers in London, two of which compete directly with the paid-for Evening Standard.

Personally I think it’s interesting that while it’s undisputable there is an overall shift away from traditional media channels, in one of the most developed consumer media markets, a snapshot of commuters on the underground reveals that they aren’t watching Lost on their mobile phone, or downloading music from posters – they’re reading newspapers.   

True- the media owners are going to desperate measures by giving away papers at no charge, but it appears that in the right environment, ‘traditional’ media could be staging a fightback.  The fact that the publishers are giving it away for free must mean that their ad revenue is substantial enough to make it worthwhile, implying that enough advertisers and their agencies must still be seeing the value of print to target London commuters.

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Entry filed under: media general.

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