« Denmark: paper to attract readers with "lifestyle" inserts | Main | Associated Press to launch youth service »

Wednesday, September 14, 2005

Switzerland: Free newspaper war to start

Swiss publisher Edipresse will launch a free newspaper for the French speaking part of Switzerland before the end of the year, reports Basler Zeitung. The paper will be called "Le Matin Bleu" and is planned to start with 32 pages and a distribution of 100,000 copies. The paper will be the first free paper in the French speaking part of Switzerland. Le Matin Bleu will try to target young urban people. The free paper wants to complement Le Matin, with 350,000 readers the most read daily newspaper in the French speaking part, and reach a combined readership of 450,000. According to Klein Report the paper will be distributed in the region around Lake Geneva with plans for distributing in other regions in the future.

With the launch, Edipresse is reacting to plans of the Zurich-based publisher Tamedia, owner of the free paper 20 Minuten, to expand its free paper to the French speaking part of Switzerland. 20 Minuten is currently very successful in the German speaking part of Switzerland. In August Tamedia sent an e-mail to staff asking for French speaking persons, reports Klein Report.

Klein Report called the move the "beginning of the free newspaper war" in the French speaking part of Switzerland. The launch of a free paper will certainly put pressure on other publishers in the region, most notably on Ringier.

Sources: Basler Zeitung, Klein Report

Posted by Anna-Maria Mende on September 14, 2005 at 03:56 PM in k. Circulation and newspaper launches | Permalink


TrackBack URL for this entry:

Listed below are links to weblogs that reference Switzerland: Free newspaper war to start :