A new free home-delivered newspaper, City, is being launched in Amsterdam in an effort to get around the effective ban on advertising flyers through the letterbox.

HAH Retail, a publishing unit of printing group Emiel de Jong of Baarle-Nassau, is behind the effort, the Financieele Dagblad said on Tuesday.

Since the beginning of the year, Amsterdam residents no longer receive flyers through their mailboxes unless they have attached a ‘ja/ja’ sticker to the flap in an effort to cut down on waste paper.

But with door-to-door newspapers, advertisers will once again be able to reach potential customers, the FD said. The new periodical will have an initial print run of 318,000 and is expected to start up in mid-June.

So far retailers Blokker, Kruidvat, Dirk van den Broek, and Seats and Sofas have signed up to City.

Production is being handled by Trusted Media which is owned by Sjuul Paradijs and Jan-Kees Emmer, formerly editor and deputy editor of the Telegraaf.