Free papers won't kill newspapers

MOSCOW: Radio did not kill records, television did not kill movies, and free newspapers will not kill the newspaper industry, says Pelle Tornberg, president and CEO, Metro International, whose Swedish Metro freesheet launched a world-wide phenomenon.

That hasn't stopped some paid-for newspapers from trying to kill Metro, he says, adding that they won't succeed. Tornberg was speaking at the World Association of Newspapers (WAN) annual congress and World Editors Forum meeting, held in Moscow, Russia, last week.

He says many free newspapers that were launched by paid-for newspapers in response to Metro have not fared well - they have cost twice as much to develop as Metro and are unprofitable.

The reason they struggle, he says, is, "there is a big difference between doing something with enthusiasm, and doing it defensively. Many of you tried to kill us, but that's a money losing approach."

A better strategy, he says, is in partnership, as a number of paid-for newspapers have done.

And it isn't going away. "It is a growing industry that is here to stay," he says.

For more on the World Association of Newspapers (WAN) congress held in Moscow this year or the World Editor's Forum, go to www.moscow2006.com and www.editorsweblog.org.