SMIT on free paper issue of La Libre Belgique

SMIT was briefly contacted by Knack to give a reaction on the Microsoft-sponsored free issue of La Libre Belgique of tuesday October 26 2010. Olivier Braet is of the opinion that, while free dailies have become common over the world, creating an association with readers that their paying dailies could also become free-when-sponsored undercuts the efforts to introduce paying digital formulas in the future. From a sustainability point of view, the advertising market is--besides being more vulnerable during recessions--not large enough in Belgium to sustain this formula for a longer time or for a significant number of issues.

Created by Olivier Braet on 26/10/2010