Freesheets are their own worst enemies

So far, the invasion of new Danish freesheets has not led to more people reading newspapers, if we are to believe a recent survey from Institute for Business Cycle Analysis (Ifka). Most Danes choose to read several free papers, both new (like Dato, 24timer, Nyhedsavisen) and old (Urban, MetroXpress), and the number of unique readers is very limited. For one, that indicates that the freesheets are all fighting for the favour of the same advertisers, which makes for deadly competition, but the survey also indicates that, in the near future, the free papers might eat into the already dwindling circulation figures of the old, paid newspapers (via Berlingske, in Danish).