Israel Today: 120 pages weekend edition

IsraelTodayWeekend2010Paid Israeli paper Ma’ariv is expected to suffer from the weekend edition of free daily Israel Today that started with a circulation of 250,000 in November 2009. Circulation of the Ma’ariv weekend edition fell 15% in Q4.

Ma’ariv cut its losses by 45% to NIS 71.9 million (€14m) compared to 2008. The Israel Today weekend edition, however, will “increase competition in the industry, and is liable to adversely affect circulation of “Ma’ariv’s” weekend edition” according to the management. (TradingMarkets)

The last weekend (Friday, April 2) edition of Israel Today counted no less than 120 pages. The tabloid itself (32 pages) has a modern very graphic lay-out, some clever spreads, many pages of sports coverage, three pages of puzzles and nine pages of advertising.

Apart from that the weekend edition comes with a 24-page supplement with background stories (but hardly any advertising), and a 64-page lifestyle/culture supplement (19 pages of ads) (right, click to enlarge) with again three pages of puzzles.

The electronic edition can be viewed from the website of Israel Today – remember to flip through the pages from left to right.

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