Retailers fight back against the Yes / Yes sticker with city newspaper
Under the name City.Amsterdam, retailers have arranged the distribution of a door-to-door newspaper filled with promotional advertisements. This new newspaper will be covering 310,000 HH in the vicinity of Amsterdam, who have indicated their preference in terms of displaying a no / yes sticker, but still wanting to receive door-to-door papers. The newspaper contains advertisements from MediaMarkt, Kruidvat, Blokker and Dirk van den Broek amongst others, although it is unclear whether they are also directly involved in the initiative. The publication has a total of 48 pages with 20% editorial content. The accompanying website Citynieuws.nl is under development. City.Amsterdam is seen as an answer to the introduction of the yes / yes sticker in Amsterdam, so that only advertising material can be distributed in mailboxes which display this sticker.