Ma'ariv turns to free distribution in papers battle

"Ma'ariv" is following the lead of "Yediot Ahronot" which several months ago began significantly investing in free distribution of its newspaper.

Daily newspaper "Ma'ariv" has begun free distribution in busy locations. The marketing ploy is part of the growing struggle between Israel's daily newspapers and freesheets like "Israel Today." Among other places, it will be possible to find the newspaper at railway stations and shopping centers through special marketing operations targeting major centers in big cities.

"Ma'ariv" is following the lead of "Yediot Ahronot" which several months ago began significantly investing in free distribution of its newspaper including to the homes subscribers of other newspapers including weekend editions. Newspapers are also selling at discounts in other locations where they are sold almost at a loss.

Daily newspaper sales are estimated according to the TGI survey which essentially measures brand exposure. In the most recent survey, "Israel Today" and "Yediot Ahronot" both achieved 35% exposure, while "Ma'ariv's" exposure fell to 12.5%.

New "Ma'ariv" owner Zaki Rakib has placed less emphasis on the print edition, and plans turning the paper into a primarily digital one.

Published by Globes, Israel business news - www.globes-online.com - on October 7, 2010

© Copyright of Globes Publisher Itonut (1983) Ltd. 2010

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