A Newspaper Free-for-all Looms in London

In a bid to lure young, affluent urbanites from the Net, two media titans have launched rival free papers in an already overcrowded market

On Sept. 4, an army of 700 purple-clad workers took to the streets of London armed with the latest offering from Rupert Murdoch's News International: a free afternoon newspaper called thelondonpaper. The aggressive launch marked the start of a fierce battle between Britain's two newspaper giants, News International (NWS) and Associated Newspapers, whose rival freesheet London Lite debuted Aug. 30.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.