Point 24 displays a well organized front page, capitalizing on large photos, and an appeal to young readers
L’Essential today displays an ad for the iPhone on its Page One, then the real front page inside as Page 3
This is how the free dailies are distributed throughout Luxembourg
I am a frequent visitor to Luxembourg, and we at Garcia Media have been involved with the rethinking of the country’s leading daily, Luxemburger Wort in 2005. At that time, readers either read the Wort or its competitor, Das Tageblatt..
Since then, free dailies have made their way into this scenic and affluent city of Luxembourg. When I ride the bus there during my visits, I am always very aware of the presence of L’Essentiel, the French-language daily, as well as Point 24..
The success of these dailies, published in compact A4 formats, is such that together they now claim 140000 readers, compared to 176000 for the Wort, and 56000 for Das Tageblatt. Ghislain Ludwig, director of advertising agency Brain & More says in Luxemburger Wort:
2008 was a good year for the agencies in Luxembourg. Notwithstanding the financial crisis the banks have increased their advertising as far as I know. [In a crisis] companies should advertise even more to stimulate demand for products.
The look of the free newspapers is clean, but totally predictable, with big photos on page one, and a vertical navigator to the inside. Stories are short, and photos tend to be small. There is color on every page. Distribution is at bus stops throughout the city.
IT is good to hear such news in the midst of a negative business news cycle, especially among newspapers.
Facts about the free dailies in Luxembourg
Luxembourg free daily L’Essentiel, launched in October 2007, reached 24% of the Luxembourg readers. Traditional paid paper Luxembuger Wort reached 44%.
Paid paper Das Tageblatt (14%) and free daily Point24 (12%) follow on 3rd and 4th position.
L’Essentiel, however, is first in the 15-34 group (37%), followed by Luxemburger Wort (30%) and Point24 (16%).
http://www.lessentiel.lu/
http://www.point24.lu/
To read TheRodrigoFino blog, in Spanish, go:
https://garciamedia.com/latinamerica/blog/
Happy Thanksgiving to all
I am home in Tampa, ready to celebrate Thanksgiving with all my family, and to give thanks for all the blessings we have. For the Garcia extended family, this means the addition Nov. 10 of a new family member, David Mario Lazaro. My best wishes to all for a wonderful Thanksgiving.
TheMarioBlog posting #144