(Bakker, 2004; WAN, 2005, 2006)

45 197 3 6
7% 20%(Metro International S.A. Annual
Report 2006)

(Metro) 2007 23
70 19 870 2 3
2006 11
2007 12 10 (Fleet Street)
(www.metro.lu)

(2005
20052006) 2002 4 15
(MTR)
34 (www.metrohk.com.hk)
43 230

(Metro International S.A. Annual Report 2003, 6) 2005 30%

(Metro International S.A. Annual
Report 2005)

2005
7 12
TouchPCM

52 70

(www.hkheadline.com)

7 30 am730

1
 25
27 am730

(www.am730.com.hk)

14

2005 6% 2006 10% 2007

13%

2007 9 10
12

(2007 9 4 A07)

2002
4
2005 8

30 (www.takemehome.com.hk)
9 17
30

( 17 ) 1,104
7
()

()

40
60

40

20

(tabloid)
(broadsheet)

(WAN, 2006)

(distribution-driven)
(content-driven)(So & Lee, 2007)

( Metro International S.A. Annual Report 2001)

(Bakker, 2002)

2007 (Nielsen Media Index:

Hong Kong Report)

3
2006 7 2007 6 5,039
2006 2
1,044 18
(HKABC)
2000

2002 30 34 2005
52 70 am730 26 28
2005 113 2007
132 (
am730)
53%26%21%

(
)

2002

2005 am730
60 7.7%
6.5% 6.2%
2006 6.3%
5.6% 9%

2001 17.5%
6% 7.3% 9.2%
()

2005 70% 2006 74% 2007 77%

(
1%)

130
120
42.7% 97.9%

2006

9%

1%

am730

am730
(
)

am730

(2006)

(The Economist, 2006)(Picard, 2001)

()
(
2006)

90

12
2007 9 4
A07

(2005) 9 8 14-54

(2005) 11
70 12-16

(2006)

1
4-6

(2006) (2006)

4 4-18

10
(2006)
48-51

Bakker, P. (2002). Free daily newspaper: Business models and strategies. The
International Journal on Media Management, 4, 180-187.

Bakker, P. (2004). Free daily newspaper in 34 countries, 21 million copies daily.

http://users.fmg.uva.nl/pbakker/freedailes/index.html#Articles

Metro International S.A. Annual Report 2001. Retrieved from

http://hugin.info/132142/R/996083/151166.pdf

Metro International S.A. Annual Report 2003. Retrieved from

http://hugin.info/132142/R/996075/151160.pdf

Metro International S.A. Annual Report 2005. Retrieved from

http://www.metro.lu/downloads/IR/metroannual2005.pdf

Metro International S.A. Annual Report 2006. Retrieved from

http://hugin.info/132142/R/1125327/208539.pdf

Picard, R. G. (2001). Strategic responses to free distribution daily newspapers.

International Journal on Media Management, 2, 167-172.

So, C. Y. K., & Lee, A. Y. L. (2007). Distribution-driven journalism: The business

model of free newspapers. Paper presented at the 57th Annual Conference of the
International Communication Association, May 24-28, 2007, San Francisco, USA.

Who killed the newspaper? (2006). The Economist, August 26, Vol. 380, No. 8492,
pp. 9-10.

World Association of Newspapers (WAN). (2005). Free dailies: Past or future?

Strategy report, June, Vol. 4.

7
World Association of Newspapers (WAN). (2006). New print products. Strategic
report, Vol. 6, no. 1.

http://www.am730.com.hk

http://www.metrohk.com.hk

http://www.metro.lu

http://www.hkheadline.com

http://www.takemehome.com.hk

8










(
)

9
 (2002-07 )*
am730

2002 1- 302,197 --
6
2002 7- 302,636 +0.1%
12
2003 1- 302,715 +0.03%
6
2003 7- 312,534 +3.2%
12
2004 1- 319,347 +2.2%
6
2004 7- 327,596 +2.6%
12
2005 1- 325,378 -0.7%
6
2005 7- 524,756 -- 347,254 +6.7% 257,388 --
12
2006 1- 603,133 +14.9% 333,244 -4.0% 273,375 +6.2%
6
2006 7- 602,103 -0.2% 344,979 +3.5% 280,421 +2.6%
12
2007 1- 701,592 +16.5% 346,199 +3.5% 270,880 -3.4%
6
*(HK-ABC)

10
 (2000-07 )*


2000 1- 367,410 -- 94,594 -- 79,278 -- 102,234 --
6
2000 7- 379,311 +3.2% 94,532 -0.1% 74,100 -6.5% 110,365 +8.0%
12
2001 1- 365,234 -3.7% 94,316 -0.2% 70,064 -5.4% 104,249 -5.5%
6
2001 7- 357,214 -2.2% 97,573 +3.5% 72,211 +3.1% 108,157 +3.7%
12
2002 1- 352,340 -1.4% 97,648 +0.1% 70,894 -1.8% 98,443 -9.0%
6
2002 7- 339,934 -3.5% 94,595 -3.1% 72,155 +1.8% 98,738 +0.3%
12
2003 1- 344,992 +1.5% 93,451 -1.2% 69,231 -4.1% 87,158 -11.7%
6
2003 7- 336,216 -2.5% 93,823 +0.4% 77,149 +11.4% 90,971 +4.4%
12
2004 1- 343,514 +2.2% 93,730 -0.1% 78,930 +2.3% 94,025 +3.4%
6
2004 7- 339,354 -1.2% 93,490 -0.3% 78,670 -0.3% 94,872 +0.9%
12
2005 1- 339,154 -0.1% 100,043 +7.0% 83,281 +5.9% 97,226 +2.5%
6
2005 7- 312,934 -7.7% 93,556 -6.5% 78,122 -6.2% 97,087 -0.1%
12
2006 1- 293,352 -6.3% 98,828 +5.6% 85,176 +9.0% 97,145 +0.1%
6
2006 7- 294,607 +0.4% 96,122 -2.7% 72,183 -15.3% 94,132 -3.1%
12
2007 1- -- -- 91,729 -4.6% 77,490 +7.4% 98,159 +4.3%
6
*(HK-ABC)

11
 (2006-07 )*


(000) (000) A-C B-D (B-D)/D
(%) (B) (%) (D) (%) (000) (%)
(A) (C)
32.8 1,759 31.0 1,664 1.8 95 5.7
24.2 1,297 20.8 1,116 3.4 181 16.2
15.4 827 15.3 819 0.1 8 1.0
13.2 706 12.2 657 1.0 49 7.5
10.6 570 10.5 565 0.1 5 0.9
am730 9.2 493 9.0 484 0.2 9 1.0
7.3 394 5.8 313 1.5 81 25.9
6.0 323 5.1 274 0.9 49 17.9
() 5.2 278 5.0 267 0.2 11 4.1
4.3 232 4.1 222 0.2 10 4.5
() 3.8 205 3.6 192 0.2 13 6.8
2.8 150 2.8 150 0.0 0 0.0
2.7 144 2.7 143 0.0 1 0.7
2.4 130 2.4 130 0.0 0 0.0
2.3 124 2.3 124 0.0 0 0.0
1.8 97 1.5 81 0.3 16 19.8
1.6 85 1.5 82 0.1 3 3.7
1.5 79 1.4 75 0.1 4 5.3
* 1% 2007 Nielsen Media Index: Hong Kong Report(
2006 7 2007 6 ) 12 64 ( 5,368,000 ) A
C 100%

12
 (2006 )*
(18-34)
(%) (%) () (%) () (//)
(%) (%) (%)
504 23.1 51.8 48.6 29.4 22.5 14.5
459 20.8 47.1 48.8 33.3 32.3 20.1
209 9.5 21.5 49.1 28.3 22.9 11.5
202 9.2 20.7 43.2 36.7 55.1 30.3
164 7.4 16.8 41.9 44.6 42.6 19.1
135 6.1 13.9 41.2 37.1 25.6 13.7
111 5.0 11.4 49.7 27.1 38.3 20.0
am730 91 4.2 9.4 48.8 41.3 41.5 12.3
79 3.6 8.1 42.4 28.7 49.0 33.6
70 3.2 7.2 50.6 29.1 34.1 20.3
44 2.0 4.5 60.7 22.4 42.4 38.6
36 1.6 3.7 38.7 59.1 72.9 40.9
24 1.1 2.5 67.5 16.5 4.2 0.0
14 0.6 1.4 60.4 13.5 20.8 15.6
13 0.6 1.4 66.3 5.3 22.2 8.5
5 0.2 0.5 76.6 0.0 23.7 23.7
2 0.1 0.2 0.0 0.0 51.8 51.8
* 2006 2 (N=1,044)

13
 (2006-07 )*

(%) (%) (%) am730
(%) (%) (%) (%)
48 51 44 51 46 48 49
()
36 43 47 46 40 40 48
(12-34 )
21 37 35 48 36 40 46
()
12 20 19 21 17 16 19
(//)
5 12 13 15 11 11 13
()
14 23 26 28 22 22 26
()
* 2007 Nielsen Media Index: Hong Kong Report( 2006 7 2007
6 ) 12 64 ( 5,368,000 )

14