The French version of the free daily 20 Minutes will follow its audience to their holiday destinations this summer. The paper, which normally hibernates during the summer as its readership of commuters leave the city, will publish a weekly edition available on 150 different beach localities, where the French typically flock to during the hot summer months, in addition to the usual 20 Minutes hotspots in metro and train stations. The weekly will focus on cinema, beauty and fitness, as well as produce unique games testing readers' awareness of general news and cultural.

This move is a departure from the commuter-focused free newspaper. It seems that Schbisted, the paper's publisher, is following its normal commuter market to their holiday destinations. This is an interesting strategy, one followed by several publishers (the Times of London for instance), that helps to reinforce the brand name during the summer months. 20 Minutes has taken this strategy a step farther by focusing on topics that readers are more inclined to read while on holiday.

The summer editions of the 20 Minutes will be distributed on a weekly basis every Friday, starting July 17. The last daily summer edition will be distributed on July 10. A press release outlining the basics of the summer edition was announced on Monday, June 8. More information can be found on their website.

20 Minutes France will resume daily circulation on August 22.

Source: Tarifmedia.com