Free newspapers profoundly impact the newspaper industry and threaten paid daily newspapers' dominance of local reader and advertiser markets -- yet they also provide an opportunity to serve endangered reader segments. "Threats and Opportunities of Free Newspapers," a new special report from INMA, provides a three-dimensional view of the free newspaper sector as a threat and an opportunity for traditional publishers.

"Free newspapers represent 'the next big thing' in newspaper publishing," said Earl J. Wilkinson, executive director of INMA. "Whether it's traditional publishers getting into the game or whether it's spin-off concepts like the daily youth newspapers, the free- to low-priced, demographically targeted newspaper sector is on the verge of exploding. This report provides the context for this revolution."

The strategic report:

• Analyses how commuter newspapers, alternative newsweeklies, and community weeklies interact with readers and advertisers differently than paid daily newspapers in two ways: by aiming at an "at-risk" demographic (mostly young, affluent professionals) and by using a free price tag as a differentiator.

• Examines how free newspapers exploit aimless demographic and geographic goals of paid newspapers.

• Reveals why free newspapers now attract advertisers that have been traditionally skeptical of non-paid media, and explores how free commuter newspapers are attracting the interest of the advertising community in "first-mover" markets.

  

• Provides special emphasis on the strategies of commuter newspapers -- from finding a "dead spot" in a reader's day to the "demographic ownership" of this new genre by upscale, urban 18- to 34-year-olds.

• And, volunteers key conclusions and strategic lessons for traditional newspaper publishers.

"Every newspaper is vulnerable to global trends that are bringing down barriers to publishing," Wilkinson said. "'Threats and Opportunities of Free Newspapers' provides the best strategic overview of the concepts behind this emerging publishing phenomenon."

As a bonus, the INMA report provides thumbnail pictorial glances of four commuter newspapers, one free general-interest daily newspaper, one free alternative newsweekly, and one free community weekly newspaper. The thumbnailed appendix allows readers to see the various designs, headline styles, story lengths, amount and type of advertising, and more.

The 70-page report is researched and written by Carly L. Price, a project manager for INMA and a respected author and editor for trade magazines in the United States.

"Threats and Opportunities of Free Newspapers," priced at US$40 for INMA members and US$95 for non-members, may be ordered by clicking here. Additional information -- including discount prices for orders above 10 -- about the report may be obtained by contacting INMA's membership department.

With more than 1,000 members in 65 countries, INMA is a non-profit association dedicated to promoting advanced marketing principles within the newspaper industry. The association publishes Ideas Magazine, runs four web sites, is responsible for a weekly news e-portal called The Newspaper Industry E-Newsletter, publishes up to 12 books and reports each year, and produces conferences and workshops on four continents, among other activities.