Surely the time has come for regional papers to grasp the nettle and go free like the Evening Standard. Some of the readership figures kicking around are staggering. I don't think advertisers realise how few people are reading them.
I won't pick on anyone but imagine a local daily paper that sold say 70k copies on average a day 20 years ago. The chances are that the figure is now more like 35 to 40k and the graph is down.
To fight back against the internet they need to cover everything that moves at a local level and go free. Distribute to all the newsagents who give it away. They can charge a higher fee than they used to for delivery and they get the kick back of people coming in the shop.
Advertisers will love. Struggling newspapers can get back on the agenda of national brand advertisers who will not go near a paper unless its shifting 50k a day.
They should do it now instead of re-arranging deck chairs on the titanic.
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