Freesheet Evening Standard Speculation Continues

Speculation has intensified surrounding Associated Newspapers’ Evening Standard, with city brokers Cazenove warning that the paper may have to drop its coverprice or become a freesheet in order to survive intensified competition in the capital.

The warning follows similar speculation last month that the newspaper would merge its operations with Associated’s high-profile freesheet, the Metro, and drop its cover price to become more competitive (see Evening Standard May Drop Price To Boost Circulation).

While Associated has officially denied the rumours, speculation has continued that the company could be looking at introducing a cover price of 10p and 20p for certain editions of the paper in efforts to boost its circulation.

The title has seen its circulation decline by 8.6% year on year in the six months to November, while longer term analysis reveals a startling 17.1% decline over the past five years.

The paper recently spawned an afternoon freesheet, dubbed Evening Standard Lite, distributed within central London and targeting consumers on their lunch break. Distribution totals for the new title are as yet unknown, although a strong start could boost Associated’s confidence in creating a totally free offering (see Evening Standard Lite To Launch Next Week).

Associated Newspapers: 020 7938 6000 www.associatednewspapers.com

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