DAG closed down – update

The 4th Dutch free daily, DAG by PCM and KPN telecom, closed down after less than one and a half year. DAG had a circulation of 380,000.

High competition and a problematic economy forced the publishers to close the operation. The online version will be continued.

The paper started in May 2007 by publisher PCM. Together with TMG (De Telegraaf) PCM dominates the Dutch paid newspaper market. But as De Telegraaf owned free daily Spits, PCM had no title in this market.

Both Spits and Metro started in 1999 and reached substantial audiences, with around 45% of that audience being under 35 years old. In January 2007, a third free paper, De Pers, was launched by an independent publisher, owned by multi-millionaire Marcel Boekhoorn.

After the launch of Metro PCM tried to buy a share in that company, but the asked price was prohibitive at that time. Later PCM had several plans to start a free daily, one of these plans involved joining forces with Boekhoorn on De Pers. The plan still lingers on – a lawsuit is still pending.

At the end of 2006, beginning of 2007 the situation in the economy still was good for advertising. In 2007 and 2008 this was no longer the case. Competition is very high and discounts to 80% or more are no exceptions.

A few months ago DAG relaunched with a new design and more articles from mother paper De Volkskrant. The new readership data – expected this week – apparently did not contain enough good news for DAG.

The paper had 677,000 readers in the last survey; against 815,00 for De Pers, 1.8 million for Spits and 1.9 million for Metro.

One Response to “DAG closed down – update”

  1. Unrequired Reading {29.9.08} — Adrian Monck Says:

    [...] DAG closed down | Newspaper Innovation – The 4th Dutch free daily, DAG by PCM and KNP telecom, closed down after less than one and a half year. DAG had a circulation of 380,000. [...]