Pay newspaper vs free newspaper

Results indicate that readers receive a higher gratification by traditional daily newspapers in the information/orientation dimension. Free sheets deliver roughly equal gratifications on the overview/topicality and the habit/mood dimensions. The free sheets’ strength lies especially in fulfilling an entertaining function, which is reflected by their superiority on this dimension. They score well here, especially in the judgement of female readers. Implications for the potential competition between the two newspaper types in the readers’ market are discussed in light of these results as well as further findings concerning use patterns and brand perceptions.