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7DAYS was an English language free daily newspaper published in the United Arab Emirates owned from 2016 by Lovin Dubai. It was in circulation between 2003 and 22 December 2016.

Key Information

History and profile

[edit]

7DAYS was the region's first free daily newspaper. It was part-owned by the UK's Daily Mail General Trust (DMGT). The paper was founded by Ashley Northcote and Steve Lee (not Jaydub ) as a weekly tabloid published every Friday in 2003.[1]

The circulation of the daily, which was confirmed by the BPA, was 62,532 copies for the last six months of 2011.[2] For the first six-month period of 2013 the paper had a circulation of 61,494 copies.[3]

In 2016 it was acquired by Augustus Media owned Lovin Dubai media company.[4]

The paper was known for holding an editorial line independent of the remainder of the country's print media. It was folded on 22 December 2016.[5]

See also

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References

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7days

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7Days is a Greek-origin international brand of baked snacks, best known for its individually wrapped, filled croissants and other convenience pastries designed for on-the-go consumption. Launched in 1991 by Chipita S.A., a family-owned company founded in 1973, the brand pioneered the concept of single-serve croissants with sweet and savory fillings, quickly expanding from its Greek roots to become a market leader in Central and Eastern Europe. In May 2021, multinational food corporation Mondelēz International announced its acquisition of Chipita for approximately €2 billion (about $2.4 billion), with the deal closing in January 2022, integrating 7Days into Mondelēz's global snacking portfolio alongside brands like Oreo and Cadbury. Today, 7Days products are manufactured in 13 plants across 11 countries and distributed in more than 50 nations, generating significant revenue—Chipita reported €546.8 million in 2020, with 7Days as a flagship brand—and employing over 5,100 people worldwide. The brand's product lineup includes classic soft croissants filled with chocolate, vanilla, strawberry, peanut butter, and caramel, as well as mini croissants, bake rolls (savory puffed snacks), and cake bars, emphasizing affordability, long shelf life, and portion control for everyday snacking. 7Days has innovated in the category by focusing on high-quality ingredients and convenient packaging, achieving strong growth through international partnerships and joint ventures in markets like Saudi Arabia, Mexico, India, and Malaysia. Under Mondelēz ownership, the brand benefits from enhanced distribution networks and R&D capabilities, supporting its expansion into new regions while maintaining its core appeal as a fun, accessible treat for consumers of all ages.

Overview

Founding and Early Development

7DAYS, the United Arab Emirates' first free English-language newspaper, was launched in April 2003 as a weekly tabloid published every Friday in Dubai. The publication was founded by Ashley Northcote, a former executive at the free newspaper Metro International, who aimed to fill a gap in accessible English media for the growing expatriate community. Initially produced by Al Sidra Media, it targeted young professionals and residents with light, engaging content on local news, lifestyle, and entertainment. In its formative years, 7DAYS rapidly expanded its operations to adapt to market demands. Within a year, in 2004, it increased its publication frequency to five days a week, reflecting strong initial reader interest and advertiser support. By 2005, the newspaper transitioned fully to a daily format, establishing itself as the region's pioneering free daily English tabloid and extending distribution to key areas including Abu Dhabi to reach a broader expatriate audience. This growth was underpinned by a business model centered on complimentary distribution at high-traffic locations such as hotels, malls, and offices, which helped build a wide readership base while generating revenue primarily through advertising. Despite these advancements, 7DAYS faced significant early challenges in establishing credibility within the UAE's competitive media environment. At the time, the landscape was dominated by established, state-influenced outlets that shaped public discourse, creating hurdles for new independent publications to gain trust and navigate regulatory constraints on press freedom. The newspaper worked to differentiate itself by focusing on expatriate-relevant stories and a tabloid style, gradually carving out a niche amid these pressures.

Ownership Structure and Key Personnel

7DAYS was published by Al Sidra Media LLC in partnership with the UK's Daily Mail and General Trust (DMGT), which held ownership stakes in the operation through its subsidiary Associated Newspapers. In October 2006, Associated Newspapers acquired a 60% stake in Catchpole Communications FZ LLC, the initial publishing entity for 7DAYS, marking DMGT's entry into partial ownership of the newspaper. By March 2011, DMGT had increased its stake to 100%, assuming full control while Al Sidra Media LLC continued to handle local production, distribution, and compliance with UAE media regulations. In 2016, amid the newspaper's closure due to declining print advertising revenue, Augustus Media—the parent company of Lovin Dubai—acquired 7DAYS' social media channels and audience from Al Sidra Media LLC, with approval from DMGT. This transaction integrated the digital assets into Lovin Dubai's ecosystem, boosting its online following without reviving the print edition. Key personnel at 7DAYS included CEO Mark Rix, who oversaw strategic decisions including the 2016 closure announcement, and Managing Editor Claire Sharrock, responsible for editorial operations during the final years. Earlier executives focused on expansion and partnerships under DMGT's influence, though specific roles in ownership transitions remain tied to the corporate structure.

Content and Operations

Published from 2003 to 2016, 7DAYS maintained a politically neutral stance, characterized by an independent editorial line that distinguished it from the predominantly government-aligned media outlets in the UAE. This independence stemmed from its ownership by the UK-based Daily Mail and General Trust, which allowed for a degree of autonomy uncommon in the local press landscape governed by strict regulations like the 1980 Press Law. Unlike state-influenced publications that prioritized protocol reporting and official narratives, 7DAYS avoided overt deference to rulers and focused on balanced, non-confrontational coverage. The newspaper's primary content areas encompassed news, lifestyle, entertainment, and business topics tailored to the interests of expatriates, who formed the bulk of its readership in the diverse UAE population. It emphasized "soft news" such as social events, celebrity updates, and consumer advice, reflecting the preferences of a young, transient demographic seeking practical and engaging information rather than in-depth political analysis. Business coverage highlighted opportunities and market trends relevant to international professionals, while lifestyle sections addressed expatriate challenges like relocation and cultural adaptation. Adopting a tabloid-style format inspired by the London Metro, 7DAYS prioritized accessible, concise writing to appeal to a broad international audience, including non-native English speakers from over a dozen nationalities on its editorial team. This approach featured vibrant layouts, short articles, and visually driven stories to ensure quick readability amid busy urban lifestyles. The paper covered regional issues including the UAE economy, tourism developments, and emerging social trends, presenting them in a neutral, promotional light that aligned with self-censorship norms while avoiding sensitive political critiques. Its free distribution model further enhanced accessibility, distributing around 30,000 copies daily (as of 2007–2008) to reach expatriates across Dubai and surrounding areas.

Notable Features and Columns

7DAYS distinguished itself through a mix of light-hearted, expatriate-focused content and occasional coverage of social issues, aligning with its tabloid style that prioritized accessible, relevant stories for a diverse readership in the UAE. Popular recurring elements included lifestyle advice tailored to expats, such as navigating daily life in Dubai and Abu Dhabi, and entertainment reviews covering local events, cinema, and dining scenes, which appealed to the newspaper's youthful, international audience. The publication regularly featured special supplements and series on topics like food, regional travel, and community events, providing practical guides and highlights for readers interested in UAE leisure activities. One such example was the "Your Life" lifestyle supplement, which offered expatriate-oriented tips on integration, health, and local happenings. These elements contributed to 7DAYS' identity as a go-to source for breezy, informative content amid its neutral editorial approach to diverse topics. A standout example of viral coverage was the reporting on the "Justice for Natalie" campaign, which highlighted the legal struggles of British expatriate Natalie Creane after a 2008 accident at Abu Dhabi's Emirates Palace hotel left her with a traumatic brain injury and epilepsy. In a 2015 article, the newspaper reported how an appeal court reduced her initial Dhs200,000 compensation award to Dhs100,000, citing disputed medical evidence and engineering reports on the incident's cause, thereby shedding light on expatriate vulnerabilities in UAE courts. This story gained widespread attention, amplified by social media campaigns, and exemplified 7DAYS' role in amplifying personal narratives with broader social resonance.

Circulation and Impact

Distribution Network and Readership Data

7DAYS operated as a free daily tabloid newspaper, distributed six days a week (Sunday through Friday) across the United Arab Emirates to maximize accessibility in high-traffic urban areas. Copies were primarily available at prominent locations including hotels, shopping malls, office complexes, and airports in major emirates such as Dubai and Abu Dhabi, as well as Sharjah and other regions, allowing for convenient pickup by commuters and visitors. This distribution strategy, supported by efficient logistics from its printing facility in Abu Dhabi, facilitated broad physical reach without subscription costs, aligning with the model's reliance on advertising revenue. Circulation metrics, audited independently by BPA Worldwide, underscored the publication's scale during its operational peak. For the second half of 2011, average daily circulation stood at 62,532 copies, reflecting strong demand following its transition from weekly to daily format. By the first half of 2013, this figure had stabilized at approximately 61,000 copies, indicating sustained but slightly moderated distribution amid growing digital competition. These audited numbers positioned 7DAYS as one of the leading English-language freesheets in the UAE, with overall daily readership exceeding 200,000 adults at its height. Early estimates from 2009 reported circulation around 30,000 copies, but figures grew with expansion. The newspaper targeted an audience primarily composed of English-speaking expatriates, young professionals navigating urban life, and tourists seeking concise local insights. This demographic focus catered to the UAE's diverse, transient population, where expatriates formed the core readership base for English media. Complementing print efforts, the official website at www.7days.ae offered digital replicas, additional multimedia content, and interactive features to extend engagement beyond physical copies.

Cultural and Media Influence in the UAE

7DAYS played a significant role in diversifying the UAE's media landscape by introducing a free, tabloid-style English-language daily that catered specifically to non-Arabic speakers, particularly the expatriate majority comprising over 80% of the population. Launched as a weekly in April 2003 and expanding to near-daily frequency in 2004, modeled after the UK's Metro, it offered accessible, compact content focused on local events and lifestyle topics, filling a niche left by established paid dailies like Gulf News and Khaleej Times, which emphasized broader regional coverage. This format helped expand English-language media options in a market historically dominated by Arabic outlets and state-influenced publications, providing expatriates with relevant, bite-sized news that aligned with their transient lifestyles. The newspaper fostered an independent voice for expatriates by prioritizing soft news, entertainment, and practical stories over heavy political or protocol reporting, thereby shaping public discourse on everyday expatriate experiences such as urban living, social events, and regional happenings in Dubai and Abu Dhabi. Unlike government-backed papers that often deferred to official narratives, 7DAYS emphasized brevity and reader relevance, avoiding extensive protocol journalism in favor of content that resonated with a diverse, international readership. This approach encouraged open discussions on non-sensitive issues, contributing to a more vibrant expatriate cultural dialogue within the UAE's cosmopolitan environment, where expatriates from South Asia, Europe, and beyond sought information tailored to their daily realities. Recognized as a pioneer in free press models, 7DAYS inspired similar advertising-driven outlets by relying on distribution rather than subscriptions, achieving a daily circulation of approximately 60,000 copies at its peak through its innovative giveaway strategy that boosted accessibility among younger expatriates and low-wage workers. This model challenged traditional revenue structures in the UAE's print sector, where ad revenue accounted for up to 60% of income for English dailies, and demonstrated sustainability for over a decade despite economic pressures. Its success influenced the evolution of community-focused journalism, paving the way for other free or digital formats that prioritized expatriate engagement over elite-oriented reporting. In the broader UAE media ecosystem, 7DAYS navigated local regulations through self-censorship, adhering to the 1980 press law that prohibits criticism of rulers and requires licensing, while avoiding investigative pieces on government or business elites to safeguard advertising ties. Operating from Dubai Media City, it exemplified cautious innovation by focusing on apolitical content, such as lifestyle features, amid a regulatory framework that emphasized alignment with national foreign policy and cultural norms. This positioning allowed 7DAYS to contribute to a moderated media environment, balancing expatriate interests with compliance, though it limited deeper scrutiny of regional news.

Closure and Legacy

7DAYS was acquired in 2016 by Lovin Dubai but faced mounting challenges from the decline in print advertising. The newspaper and its website ceased operations on December 22, 2016, after 13 years, citing the "impossibility" of sustaining the business in a severely challenged media landscape. Its closure highlighted the broader shift toward digital media in the UAE, but its legacy endures as a trailblazer for accessible, expatriate-oriented journalism.

Closure and Legacy

Events Leading to Shutdown

In late November 2016, 7DAYS Media, the publisher of the free daily tabloid 7DAYS in the United Arab Emirates, announced the closure of both the print newspaper and its website, citing a severely challenged print advertising market and an inability to restructure operations for sustainability. The decision followed years of declining advertising revenues, exacerbated by advertisers' shift toward digital platforms amid broader global trends in media consumption. Owned entirely by the UK's Daily Mail and General Trust (DMGT) since March 2011, the company stated that efforts to refocus the business for 2017 had failed to achieve a viable cost base. The announcement highlighted the financial pressures facing print media in the region, with 7DAYS unable to maintain its operations despite its wide distribution to over 100,000 copies daily in earlier years. This came after a period of operational challenges, including long-term declines in circulation that had prompted earlier adjustments but ultimately proved insufficient against the advertising downturn. The final edition, issue number 3,140, was printed on December 22, 2016, ending 13 years of publication since the newspaper's launch as a weekly in April 2003. All staff members, numbering over 100 including sales and distribution roles, were affected by the shutdown, resulting in job losses as the entire news brand ceased operations (though the website listed approximately 47 editorial staff). CEO Mark Rix acknowledged the team's contributions in a statement, noting the dedication that had sustained the publication through its evolution into a five-day-a-week tabloid.

Post-Closure Effects and Archival Access

Following the closure of 7DAYS at the end of December 2016 under DMGT ownership, print operations ceased entirely, while digital elements experienced partial continuity through the post-closure acquisition of its social media channels by Augustus Media, the parent company of Lovin Dubai. The transaction, approved by DMGT, involved purchasing 7DAYS's social media channels from Al Sidra Media (the local publishing entity), allowing Lovin Dubai to merge the audience into its platforms. This move boosted Lovin Dubai's Facebook following from 122,000 to 747,000 fans and tripled its overall traffic, enabling a continuation of community engagement in the vein of 7DAYS's news and entertainment focus. Archival access to 7DAYS content has been limited post-closure. The official website, www.7days.ae, shut down alongside the print edition and is no longer operational, with the domain now parked for sale and offering no preserved articles or historical materials. Similarly, during the social media merger, all prior 7DAYS history on those accounts—spanning over 40,000 Instagram followers, 164,000 on Twitter, and 74,000 Facebook likes—was deleted to streamline the integration into Lovin Dubai's profiles. No public digital repository or integrated archive for past articles has been established, leaving much of the newspaper's 13-year output inaccessible without third-party captures. The closure resulted in over 100 job losses across print, online, sales, and distribution roles, affecting the entire team. Some former employees found reassignments within the industry; for instance, 7DAYS features writer Caitlyn Davey was hired by Lovin Dubai as deputy editor to maintain elements of the original reporting style. Broader industry shifts saw many journalists transition to digital media outlets amid the UAE's declining print sector, though specific trajectories for the majority remain undocumented. After the 2016 closure and 2017 digital assets acquisition by Augustus Media, the 7DAYS brand has not seen revival in print form, but the integration has supported similar free-access models through Lovin Dubai's online platforms, which emphasize advertising-driven content for UAE audiences. Post-2016, the UAE media landscape has favored digital-native free content providers over traditional newspapers, with no direct successor to 7DAYS's tabloid-style distribution emerging, though Lovin Dubai's expansion to nearly 2 million Facebook followers as of 2024 exemplifies ongoing adaptation of such models.

References

  1. https://www.mondelezinternational.com/Our-Brands/7Days/
  2. https://ir.mondelezinternational.com/news-releases/news-release-details/mondelez-international-acquires-high-growth-european-snacking/
  3. https://www.mediasource.me/posts/uae-newspaper-7days-to-close-next-month
  4. https://www.itp.net/news/486489-sports-daily-to-launch-in-the-uae
  5. https://www.arabianbusiness.com/gcc/7days-become-weekly-publication-from-january-647031
  6. https://gulfbusiness.com/uae-newspaper-7days-closes/
  7. https://www.meed.com/dubai-newspaper-shuts-down/
  8. https://campaignme.com/uae-newspaper-7days-announces-closure/
  9. https://cpj.org/2003/03/attacks-on-the-press-2002-united-arab-emirates/
  10. https://alexofarabia.com/2016/11/26/what-does-the-closure-of-7days-mean-for-the-uaes-print-industry/
  11. https://www.khaleejtimes.com/article/7days-takeover-doesnt-change-anything-says-media-council
  12. https://campaignme.com/lovin-dubai-buys-7days-social-media-handles/
  13. https://www.arabnews.com/node/1014821/business-economy
  14. https://www.verdict.co.uk/editors-pick/the-death-of-independent-media-in-the-uae/
  15. https://www.arabmediasociety.com/english-newspapers-in-the-united-arab-emirates-navigating-the-crowded-market/
  16. http://www.dubaifaqs.com/magazines-in-dubai.php
  17. https://www.thefreelibrary.com/British+expat+Natalie+Creane%27s+compensation+payout+cut+by+appeal...-a0398084217
  18. https://wan-ifra.org/wp-content/uploads/2020/11/ICQC-Book-2012%E2%80%932014.pdf
  19. https://campaignme.com/bpas-jan-june-14-tally-print-titles-protect-circulation-several-register-growth/
  20. https://gulfnews.com/uae/7days-newspaper-website-closes-down-1.1950056
  21. https://www.thedrum.com/news/dubai-s-7days-newspaper-and-website-fold-amidst-severely-challenged-advertising
  22. https://www.facebook.com/lovindubai/
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