Luxembourg paid circulation unaffected by free dailies
In 2007 two free dailies were introduced in the small (population 500,000) country of Luxembourg.
L’Essentiel was launched in October by Editpresse, publisher of paid paper Das Tageblatt in cooperation with Swiss publisher Tamedia.
A month later, Saint Paul, publisher of paid market leader Luxemburger Wort responded with Point24. This paper was closed in December 2012.
Looking at the development of total circulation, there seems to be no effect on paid circulation, although both free newspapers had a higher circulation than the most popular paid newspaper Luxemburger Wort.
Both papers, however, initially were published in French, the second language in the country. Point24 also introduced a German language part and later a German edition. L’Essentiel is only available in French, although it has a German website version.