Newspaper Innovation

Israeli newspaper Ma’ariv is introducing substantial free distribution in city centres, railway stations and shopping centers to compete with free daily Israel Today and paid paper Yediot Ahronot that also started to hand out free copies in public places. Yediot Ahronot is also distributing its newspaper free to subscribers of other newspapers.

Israeli newspapers are also selling at discounts, sometimes almost at a loss. Both actions are introduced as ‘marketing’, suggesting that it would be a temporary distribution method.

In the last TGI survey Israel Today and Yediot Ahronot were read by 35% of the population, Ma’ariv’s exposure was 12.5%. (Globes)

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