IFRA

After a first test last spring in Baden-Württemberg, Germany, the German discounter Aldi Süd stopped placing full-page advertisements in four regional editions of the daily newspaper WAZ (Westdeutsche Allgemeine Zeitung). The ads used to appear twice weekly. This new 'test' in North Rhine-Westphalia gives reason for concern to German newspapers that see this as the possible start of a gradual withdrawal of the Aldi print ads from newspapers in favour of direct flyer advertising.