Copenhagen: saturation & waste
It’s raining in Copenhagen and that may not be very stimulating for people picking up free newspapers. But still, the amount of un-distributed papers was impressive. Stacks of Urban’s, Metro’s and Nyhedsavisen’s at the main station, 24timer’s and Dato’s at doorsteps. And all after 9 AM. The huge amount of free dailies seems to be nearing the saturation level in distribution in public places. Household distribution, however, is still increasing somewhat – although not much again. Both Dato and Nyhedsavisen see their readership go up only slowly (and even a decline for N.A. in some areas). Paid paper readership is again going down. Both free and paid newspapers still seem to have distribution problems. Apart from saturation, the growing amount of waste seems to be the next problem. There are free papers everywhere, and not only where they should be.
Source: myself, blogging from Copenhagen Business School.