Teenage freebie to go on sale

From the moment it was launched in 1996, the teenage newspaper FREE 4 ALL broke all existing records. In less than six years it proudly boasted 250 000 "subscribers". The distribution strategy being to deliver one copy per pupil at contracted high schools - and surveys have revealed that this substantial full-colour monthly tabloid enjoys a considerable pass-on rate and a total readership of over one million.

By July 2002 the newspaper was being delivered free-of-charge to over 300 schools in Gauteng, KwaZulu-Natal and the Western Cape. The success of the publication was beyond question ‹ the only problem was to keep up with the ever-increasing demand for the newspaper from teenagers, their teachers and parents.

"We already have a further 260 contracts on file - signed by school principals desperate to have their schools added to our distribution list," explained Publisher, Barry Comber. "Obviously we can't carry on printing and distributing more and more free newspapers, but at the same time we can't ignore the opportunity to double our readership to well over two million.

"We have the option to increase our advertising rate, and even our ad content, but the latter could diminish readership appeal. Our purpose is to encourage reading - the most significant skill required for anyone striving for a meaningful education.

"The decision to bring out a special edition of FREE 4 ALL with a cover price is to increase the availability of the newspaper. It is not our aim to increase profits through sales. The price will be nominal - enough to cover printing and distribution," said Comber.

"This division of our business, a joint venture between ourselves and our printers, The Natal Witness Printing and Publishing Company, will piggyback on our core business, our established product with a distribution of 250 000.

"It's a win-win situation - ad rates will stay the same so our advertisers will benefit from the increased numbers; the newspaper will be available for all who want it; and once it has a tangible value, individual schools wanting to receive it in bulk will have the opportunity to find sponsors. Bulk orders will reduce the cover price considerably."

The FREE 4 ALL special edition will be on sale from early January 2004. It will sell for R4 including VAT - and as added value will include additional poster inserts.