The paper's strategy can be attributed to the rising competition against the freesheet "Israel Today".
Hebrew daily "Yediot Ahronot" has been distributing the paper for free in the past few weeks in Jerusalem, Rishon LeZion, and other cities. Copies of the weekday edition were laid at apartments and public places. The paper did not distribute its weekend edition free of charge.
The paper's sales promotion effort also included distribution points at gas stations and among marketers.
"Yediot Ahronot's" strategy can be attributed to the rising competition against the freesheet "Israel Today" of Sheldon Adelson, which recently announced that its new weekend edition has reached a circulation of 350,000.
"Yediot Ahronot" declined to comment on the report.
Published by Globes [online], Israel business news - www.globes-online.com - on January 26, 2010
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