All newspapers that are sold on newsstands sell between five and six million copies a day. But just the first four free newspapers press, that is distributed free to almost three million copies. This is the most striking result of a revolution that has transformed the publishing market, but which editors and journalists do not like to talk too much. The reason? Simple: the success of the free press is afraid to print, because it seems unstoppable, it subtracts the publicity for editions on sale for journalists is a dangerous competitor for readers and provides an alternative. The development of this new segment of the publishing market was fast. It was 2000 when he arrived in Rome and Milan Metro, the first free daily newspaper Information. The intent was to propose a formula proven in other cities Europe, from Sweden, where he was born in 1995 to provide cost information usable by the player in the time taken to reach the places of study and work. Short articles, written in Italian and understand a range of information that are the envy on the news and more popular. A year after two large publishing groups in our country, RCS and Caltagirone, ran for City and I read the adventure respectively. Since then the Italian market has gradually expanded free markets by diversifying its products to target and content to reach the size attuali.Ad eight years away, are edited in Italy 139 free daily newspapers, including 105 per month, 21 newspapers and 13 week (but can be reached 200 fee if we consider the other intervals tested). And almost half is distributed in Rome. An extraordinary phenomenon, in short, that it is worth analyzing, using the latest surveys conducted in 2008 by the Italian Free Press, that two years provides a picture of the market. Print runs - With reference to circulation among the major newspapers I read registers the highest value, with 1,050,000 copies distributed in 2008 (between the editions of Rome, Milan, Turin, Bologna, Florence, Padua, Venice, Verona, Bari, Genoa, Bergamo, Brescia, Como and Varese), an increase over the 860mila Eurispes detected in 2007, followed by City (released in Milan Rome, Bologna, Genoa, Turin, Bari, Verona, Naples) with 850 thousand copies (in more than 250 thousand according to the data Eurispes 2007), Metro, distributed in Rome and Milan (850 thousand copies in 2008, according to the analysis 460mila Eurispes of 2007 ) Epolis with 600 thousand copies total (including Rome, Milan, Turin, Bari and Palermo) and 24min with 450 thousand copies (in Rome and Milan). Readers - Based on the data Audipress 2008, the Law is the most popular among the national free press, with 2,328,000 readers on an average day (average daily readers is estimated by calculating the average person who read the newspaper each of the last 7 days), including 1,269,000 men and 1,059,000 women, followed by City (1,986,000 readers, of which 1,071,000 914mila men and women), Metro (1.934 million readers, which 998mila 935mila men and women) and Epolis (993mila readers, of which 551mila 442mila men and women) out of 23,278,000 readers of newspapers (13,941,000 men and 9,338,000 women). The success of the free press is linked to multiple factors, including ease of reading and easy availability. The analysis carried out by Eurisko on readership of newspapers free of charge (2005) placed emphasis on precisely this: 52% of readers said to take the papers from the special containers, 33.6% receiving them through an agent distribution, 16.5% from relatives and friends, 8, 1%, Finally, claims to find in the workplace or to receive from colleagues. advertising revenues - not counting sales tax, free press thrives on advertising. According to data from the press of FCP Federation (advertising) in 2008, free advertising in the press have increased as a space of nearly two percentage points (1.7%), from 40,627 to 41,307, and a decline in turnover as the previous year by about 7%, from 78,998,000 to 73,586,000 €. Decrease found in all types of advertising, from commercial national (increased from 52,577,000 to 48,293,000 €, -8.1%) to that of service (from 1,349,000 to € 1,112,000, -17.6%), to the local shopping (from 25,072,000 to 24,165,000 €, -3.6%). The decline in revenue is in line with the general trend in advertising in the press last year, fell by 2miliardi 551,703 € 421,360 € 2 billion (-5.1%). Those in the free press, therefore, constitute 3% of total investment. The case Rome - Ben 66 out of 139 free daily newspapers, considering both those found only in Rome and those common in other areas, is distributed in the capital. The making of an extraordinary case Roman publishing market into a national phenomenon. not only reads, City and Metro - The view of the free press in Rome is very varied, beyond the most popular free press (City, Epolis, Leggo, Metro, 24min), there are other newspapers, the newspapers five days (distributed in the Castelli Romani area, the Casilina and Monti Prenestini) and DNews (born in March and also in Milan), up to several weekly and monthly. The weekly titles are six, while the monthly fee amount to a total 53. The circulation in Rome - The number of copies distributed free in newspapers in Rome varies depending on the frequency of publications. For newspapers, ranging from 21 thousand to 240 thousand copies of five days and 230 thousand editions of Roman Law and Metro. To these are added 24min with 450 thousand copies of the editions of Rome and Milan, DNews, released in Rome and Milan in about 500 thousand copies, and Epolis and City. In the area of \u200b\u200bthe Weekly ranges from 27 thousand copies of The Nettle of the Friday (distributed in the areas of Ladispoli, Cerveteri Santa Marinella and Fiumicino) to Acchiappafilm and Cinema news, with respectively 40 thousand and 50 thousand copies. Confining oneself to only distributed monthly on the territory of Rome, we can mention, finally, Pocket, with a circulation of 120 copies for Rome, 13Magazine (40 thousand copies), Barrio (distributed in different districts of Rome) and Phantarei with 30 thousand copies, Live the center and ABC Magazine (distributed in the neighborhoods Aurelia, Cassia and Boccea), with 15 thousand copies total, The Capitol (Distributed in the municipalities of the municipality of Rome) and The One, with 10 thousand copies. arguments and the target - I usually deal with everyday topics different from each other, ranging from politics to news, to sports and entertainment. In some distributed free in most cities, there is usually also a section devoted to local news reports. Weekly and monthly, instead, are more sectoral, just think how Acchiappafilm weekly magazines and Cinema News, focused entirely on the world of cinema, and Gool, weekly football. Or the monthly numbers: 2Night, Cocktail By Night, FlemingRoma, Live center, Vivi Roma are, for example, focused on the world of nightlife and have a young target, Freesport, Sports Club, InformaFit are dedicated to the sport, Acqua e Sapone, Beauty, handle, finally, deal with the beauty and appeal to a female audience. Advertising in Rome - There is no public data on total advertising revenues in Rome. But to get an idea just hear the story of Claudia Matteucci, sales manager of the Rome branch of the free newspaper DNews: "Our access is able to collect, from its birth until now, advertising for a value of one million and 200 € -300 thousand. Do not these figures are striking, especially when compared to those of free movement in the most famous and longest, but it is still a significant result for a product designed for less than a year and that bodes well for the future. "
