Advertising in Italian ‘freepress’
Free daily newspapers, ‘freepress’ as Italians call them, have taken €45m in advertising in the first quarter of 2008 according to Italian business website i-dome.
This impressive figure concerns the five national distributed free dailies Leggo, City, Metro, 24 Minuti and ePolis. New entry DNews is not included.
Although this sounds as a huge amount of money, the number concerns the revenues according to the ‘official’ rates of the newspapers, meaning without discounts. As there are six titles competing – and in some areas also some local free dailies – discounts in fact are substantial. One of our Italian sources even said that discounts up to 90% are not unusual.