New formula for De Pers

Dutch free daily De Pers introduced a new formula on Monday 1 September. The paper devotes more space to sports and business news. The new “In Business” section (right) counts 5 pages.

De Pers is targeting educated readers between 20 and 45, a somewhat older group than ‘regular’ free dailies.

According to the September 1 edition, the paper reaches already 1 million ‘better-educated’ readers. The last official NOM-survey, however, had 800,000 readers in total for De Pers. The next research will be available at the end of this month.

Distribution through offices will be used more in the next months. De Pers is now distributed in 2000 offices.

In the second half of 2009 the paper expects to reach break-even according to editor and publisher Ben Rogmans in de Volkskrant.

The paper was launched in January 2007 and lost €20m in the first year and expected a loss of €10m in 2008.

Publisher Cornelis van den Berg had to go in April (see previous Post), followed by eight journalists in July (see previous post). The paper employs 43 journalists now.

2 Responses to “New formula for De Pers”

  1. The Netherlands: De Pers undergoes makeover | aboutMEDIA Says:

    [...] Source: Newspaper Innovation [...]

  2. links for 2008-09-03 « media mindshare: news media, technology & public relations Says:

    [...] Newspaper Innovation > New formula for De Pers Dutch free daily unveils a new look for old print in ongoing Europe throw-away newspaper wars. [...]