In February2007, plans were revealed in the media about a new free newspaper which would be part of a "cross-media platform", providing people with news using papers, the internet, and mobile phones.[1][2] The first edition of DAG was published on May 8, 2007, with a circulation of 300.000 copies, accompanied with the launch of DAG.nl. The newspaper competed with Metro and Sp!ts, as well as De Pers, which had started on January 23 that year.[3] The paper and the website were noted for its clear layout, its extensive use of images, and much attention for reactions of the general public.[4] It was reported that in the one and a half year that followed the launch of the DAG system, a maximum of 20 million euro would be invested.[3] In June, circulation was raised to 400.000, and a Saturday magazine edition and an experimental delivery service were also launched.[5]
On September 29, 2008, KPN and PCM announced that the newspaper would cease to exist, with the last issue being released on October 1. The main reason was that the direction of DAG had failed to bind enough advertisers, mainly because of the (aformentioned) fierce competition of other freely distributed newspapers. The online activities of DAG were continued by PCM without support of KPN.[6][7]
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