Welt Kompakt takes a free ride – Direkt comes to a halt
German publisher Axel Springer (Bild Zeitung, Die Welt) is probably the most outspoken adversary of free newspapers in this world. The publisher once made the comment “Jeder Tag ohne Gratiszeitung ist ein guter Tag” (Every day without a free daily is a good day). But on January the 2nd Springer joined the free dailies club. Their cheap (70ct) tabloid Welt Kompakt was made available for free in German first class train coaches. The circulation of Welt Kompakt has always been a well-kept secret but is estimated to be around 25,000 although the joint circulation of Welt and Welt Kompakt increased again at the end of 2006. Welt Kompakt is competing in the first class trains with Handelsblatt News am Abend and Financial Times Deutschland Kompakt (see previous post). These two papers distribute 8 to 10 thousand copies daily, which could also be the circulation of the free version of Kompakt.
Another cheapie, Direkt, by Cologne publisher Dumont Schauberg, ceased publication on December 29. The tabloid started in October 2004 and sold for 50ct – but not many copies – circulation never was more than 10,000. Ironic is that both Springer and Dumont were responsible for the Cologne free newspaper war in 1999-2000 against Schibsted’s 20 Minuten. Direkt was specifically meant to prevent a new free paper in Cologne and could be launched again if a new free daily comes to town.
Source: F.A.Z. newsletter