How a free newspaper model conquered the Spanish media landscape through open access

Entertainment · Published 3 October 2026 · Updated 25 October 2026 Swipe more like this →

In short: In a world of paywalls, 20 minutos defied convention by distributing its content for free under a Creative Commons license. Founded in 1999, this Spanish daily outlasted its competitors to become a dominant force in the market, proving that open access can be a viable strategy for mass media.

Launched in Madrid in 1999 by José Antonio Martínez Soler, 20 minutos emerged as a pioneer in the free daily newspaper sector. Published by Multiprensa & Mas S.L., the paper distinguished itself not only through its distribution model but also through its commitment to openness. By operating under an Attribution-ShareAlike Creative Commons license, the publication allows anyone to freely copy, distribute, or create derivative works from its content, a radical departure from traditional publishing standards.

The newspaper's growth was supported by 20 Min Holding, a major player in the European free daily market with editions in Switzerland, France, and Spain. This holding company, led by CEO Sverre Munck—a Norwegian economist with advanced degrees from Stanford and Yale—is itself majority-owned by Schibsted. Founded in 1839, the Norwegian communication group Schibsted has built a vast media empire spanning television, radio, and print across multiple Nordic and European nations.

The competitive landscape for free newspapers in Spain was once crowded with rivals like ADN, Metro, and Qué!. However, the economic crisis that hit the industry proved fatal for these competitors. Since 2011, 20 minutos has stood as the dominant survivor, maintaining consistent circulation across many Spanish cities. Its success highlights the resilience of a model that prioritizes accessibility and broad reach, backed by the strategic infrastructure of a multinational media conglomerate that has successfully navigated the transition from traditional print to digital platforms.

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