This week's news that Bonnier's free daily City would go non-daily from next month on, and reduce its publishing days to Mondays, Wednesdays and Thursday, had many industry experts scratching their heads - not to mention competitors Metro International and Schibsted, now on the same team of course, cheering.
The "new" City will have different themes for each publishing day: Mondays will be devoted to "living", and focus on career, family, relations and private economy; Wednesdays will be "trend-day" and focus on health, fashion etc; Thursdays will be dedicated to the upcoming weekend and have content on entertainment, culture and sport, according to Dagens Media.
One media agancy proclaimed it a great move that should have been made earlier, a move that would make it easier to target advertisement, plenty of others, mostly media commentators, said it was the beginning of the end for the freesheet, Svenska Dagbladet's Martin Jönsson called it a lesson in "the art of almost closing down a newspaper."
For my own part, I can't imagine why I'd want to read a magazine in newspaper format on my way to or from work, when I hardly find time to fit in all the news I'd like to skim through in a normal workday. But then that might just be me, some might find it a welcome distraction from all the bad news the media does tend to have an affinity for.