Free paper 20 Minutos = Spain's highest distribution
Free paper 20 Minutos claims Spain's highest distribution; it now has a total readership of 2.3 million. José Antonio Martinez Soler explains that over the course of his paper's evolution his competitors producing paid for papers have regarded him first with "indifference and hostility", then they tried to imitate him and finally they now want a piece of the action, they want to 'seduce' him.
Martinez Soler says "The paid papers have decided that they cannot destroy or copy us, and so now they want to buy and marry us."
20 Minutos is set to have new competition as a fourth free newspaper, Pagina Cero, is to be launched in Spain this month. About half the newspapers now distributed in Spain are free. Free papers target the younger generation and are therefore lucrative advertising wise
Source: International Herald Tribune
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