So it's goodbye...
On flogging a dead sheep

"Let the bloodbath begin"

Strong words from Aftonbladet's head of information, Olof Brundin, ahead of Monday's launch of the Schibsted-owned newspaper's new freesheet Punkt se. The new freebie joins an increasingly crowded market, though the battle between the Swedish freesheets so far is on a much smaller scale than the ongoing Danish freesheet war. "We who have seen the finished product feel incredibly safe that we will win this war... That Metro chooses to call us the Donald Duck-newspaper is a compliment," he told Dagens Media, alluding to Walt Disney's immense success with the popular cartoon character. However, Schibsted is expecting to loose £13,5m on the new venture before it breaks even, and though the company's freesheets 20 Minutes and 20 Minutos are market leaders in France and Spain, the titles combined loss amounted to almost £7m last year.


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