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 ...
Read the rest of the story here: http://newmediatrends.fdim.dk/2009/05/wrap-up-the-danish-free-newspaper-war-in-a-%E2%80%9Cfree%E2%80%9D-perspective.html - via The Long Tail
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”.