Switzerland: "This is no free paper"

Posted by Anna-Maria Mende on September 1, 2005 at 12:29 PM

"Ceci n'est pas un journal gratuit !" (This is no free paper!) These were the only words on Tribune de Genève 's front page on Monday. The biggest daily newspaper in Geneva is currently struggling with non-subscribed readers' payment behavior. The paper is still distributed through boxes where one has to pay, but where it is also possible to grab without paying for it. The problem is that more and more readers do not pay. "At least every second newspaper is stolen, sometimes it goes up to 70%", said business manager Antoine Exchaquet on persoenlich.com (in German). 15 years ago, only 2% of copies were stolen. Maybe the launch of free papers in recent years changed readers' mentality.

Tribune de Genève started a similar campaign last year and theft was down to 20% after it. Despite the campaign the paper is thinking about changing to vending machines where one has to put the money first. But this would be a major investment as the paper would have to buy 682 new vending machines, reports Romandie.com (in French).

Sources: persoenlich.com (in German), Romandie.com (in French)

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