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The Guardian - UK

Roy Greenslade

Israeli newspapers go to war

The newspaper circulation war in Israel is hotting up. Ma'ariv is introducing substantial free distribution in city centres, railway stations and shopping centres.

It is therefore competing head on with the free daily Israel Today and the paid-for title Yediot Ahronot, which is also distributing many copies for free and also giving away copies to the subscribers of other newspapers.

In addition, several Israeli newspapers are selling at discounts, sometimes almost at a loss.

According to the latest TGI survey, Israel Today and Yediot Ahronot were read by 35% of the Israeli population while Ma'ariv has a 12.5% reach.

Sources: Newspaper Innovation/Globes

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