UK: London freebies still clash
In the latest development of the battle, London Lite is circulating footage showing thousands of copies of its rival paper being dumped into rubbish bins.
Associated Newspapers, publisher of London Lite, is to distribute the video to media buyers. It claims that the footage raises “serious questions” about the accuracy of News International’s London Paper audited circulation figures.
The latter recently raised its advertising rates after its circulation rose from 400,000 to 500,000 daily copies.
The London Lite also launched an ad campaign claiming that its rival is "the free paper they can't even give away."
Apart from partisan attacks and marketing strategies, it’s slightly more discomforting to note that the papers – through their aggressive competition – are becoming the news rather than distributing it.
Source: Media Guardian here and here
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