Last week we had a first discussion about a new project that involves the distribution of a free paper. First the other participants had to laugh when I brought it up, but I wanted the distribution method as a part of the feasibility study. My argument: when you cannot deliver the paper into the hands of the target group, it might end as old paper after it leaves the printing press.
Every weekday I see how the free Metro Express is delivered at the Shanghai subway. Not only is the paper only available within the "paid" zone of the subway, each pile of newspapers has somebody handing out the paper, one per piece for each passenger. At the exits scavengers pick up the papers that have been read.
Danwei shows how the Beijing Evening News created themselves a problem as for one day the paper was a record 208 pages, for half a renminbi. The Post Office delivered 400 tons of paper to the subscribers, but almost none of the newsagents had the paper for sale. They had a better way of making money.
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