Jon Lund of New Media Trends wrote a fascinating post about the Danish Free Newspaper War, which happened when newspapers tried to "out-free" a free Icelandic paper that entered their market. The whole thing ended up costing the collective newspaper industry in Denmark more than $150 million ...

On October 6 2006 “Nyhedsavisen”, a new Danish daily newspaper hit the streets. A quality newspaper staffed with 100 journalists and ambitions of being the largest Danish newspaper with a daily circulation on 500.000 and 1 million readers (total Danish population equals some 5,5 million). The newspaper should feature an editorial mix prioritizing both prize-winning critical journalism and stories close to the everyday life of ordinary Danes.

The prizing of Nyhedsavisen was simple: it was free. And, as something entirely new: it was (intended) to be delivered to the homes of all Danes – without any costs. Not only the newspaper itself was free, delivery was free as well. It was in effect “double-free”.

Read the rest of the story here: Link - via The Long Tail