| Summary: | Denmark became the most competing newspaper market in Europe within a few months after five free dailies launched between August and October 2006. The direct consequences on current affairs journalism will be quite minimal as journalism for commercial media is not new at all and the professional level is not likely to differ. Examples from other competitive markets like Iceland and Spain support this view. Journalistic output will be different, most of all because of the minimal staff at most free dailies, and the absence of weekend editions. Long term and indirect effects might be felt because the pressure on advertising market will increase, rates and revenues for incumbent newspapers will drop, thereby hurting the financial basis for most incumbent publishers. The question is put forward why incumbent publishers choose this way of competing with a entrepreneur instead of investing in editorial content of their paid papers.
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