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We live and work in exciting times - revolutionary times. Technology continues to recast the media industry.
The extraordinary advance of affordable personal digital technology and the stellar rise of social networks are both distrupting and transforming the media market making this a unique moment to be involved in the convergence sectors we focus on.
This is also our place to ruminate and comment on the world as we see it, we hope you enjoy and please join in.
Friday, 7 September 2007
London Free Dailies - cant give 'em away
One year on am I alone in noticing that a lot of Londoners are now rejecting the offer of a London Lite or a copy of The London Paper?
Its very visible that many many people are now saying no to the kind offer of a free newspaper. Have you noticed the frustration on the hand distributors faces as the job get harder and harder.
God knows how many copies go undistributed on a daily basis but it a safe bet that the 'returns' are high.
Singnificantly if Im even close to being right then it wont be long before advertisers and/or their media agencies start to question ad prices, product environment and so
So why the rejection?
Here are some possible explanations
1. Free just isnt enough - these papers just dont deliver.
2. Rising awareness of waste and pollution - we are all more aware of the need to be 'clean'.
3. Ive done my newspaper reading for the day and these papers dont add anything so I dont bother.
4. Im fed up having a paper thrust into my hands.
5. The Tube is too full and I cant read it.
When the two free afternoon titles came out we talked to consumers about their likes and dislikes perhaps it time to revisit the sample.
We'll do that and let you have the results..........