Another free newspaper will be hitting the streets of Copenhagen - possibly as early as Wednesday. Mecom founder David Montgomery, who purchased local media house Berlingske Officin from Orkla Media last month, reportedly had a special request to his Danish underlings when he visited last week: Make me a paper or make for the door.
The newly named head of Berlingske Officin, Lasse Bolander, had otherwise expressed an interest in profiling the company's current newspapers to compete with the two new free newspapers from Dagsbrún and JP/Politiken expected to hit the market this month.
Montgomery apparently had little patience for that plan and ordered a new paper underway by the end of the week, daily financial Børsen reported.
With the appearance of the additional free newspaper from Berlingke Officin, plus an afternoon version of free newspaper MetroXpress, the competitive newspaper market seems poised to buckle under its weight. Some 700,000 free daily newspapers are expected to be in circulation by the end of the month.
The latest entries into the free newspaper market shuffled the cards, according to Henrik Jensen, head of media bureau Carat. He predicted that at least one of the newspapers would close before the end of the year.
'There isn't room for all of them. I simply can't imagine it,' Jensen told daily financial Børsen. 'What we see now is a macho test, and when it is over, we will see a completely new constellation.'