Paid Matin profits from closure of free Matin
After free daily Le Matin Bleu merged with competitor 20 Minutes in the French speaking part of Switzerland, paid paper Le Matin saw the number of ads increase.
In the beginning also 20 Minutes profited from the closure, but as the paper increased its rates in 2010, advertising dropped. The high price of the ads in 20 Minutes also made some advertisers move over to the paid title.
A third reason for the increased ad revenue of Le Matin is the fact that the paper now sells its own ads, instead of selling through Publicitas. (Persoenlich)