The Guardian reports that News International yesterday confirmed that it will stop selling bulk copies of its newspapers sold at a discount for mass distribution at airports and other locations.
This is a retreat from a model which saw The Times and The Sunday Times available to many for free. It is an interesting move when considered in the context of the News Corporation push to drive a paid content model for its websites worldwide.
I will be interested to see if the move reaches our shores. Copies of The Australian and capital city dailies are readily available at airports and often at major events. While these free copies are seen as part marketing of the product and part circulation boosters, they diminish the value of the paid product.
Now more than ever, content is what will sell newspapers (and magazines), not price. Publishers need to nurture those who are prepared to pay for news and respect those involved in servicing the sale of newspapers at full cover price, like newsagents.
I’d like to see the distribution of free copies of usually paid for newspapers cease here in Australia. Newspapers, newsagencies and other aspects of the distribution channel would be healthier as a result.