Freesheet War Steps Up With New Entry Into The Market

The London freesheet war has stepped up a notch with the announcement that Evening Standard owner, Associated Newspapers, is planning to launch a rival afternoon paper.

Provisionally titled London Lite, the new freesheet is set to challenge News International’s thelondonpaper, which is to be launched in September (see New London Freesheet May Expand To Other Cities).

According to reports in the trade press, Martin Clarke, roving executive at Associated, is overseeing the project. Clarke was the editor for the launch of the Standard Lite and most recently oversaw the creation of The Irish Daily Mail.

The Standard Lite could be scrapped with the launch of Associated’s new entry into the market, which may be more entertainment focused. The Evening Standard will remain paid-for, and reports suggest it may even increase its 40p cover price.

The mid-morning West End edition of the Evening Standard will be scrapped, leaving a gap between the 9am and 2pm editions.

As predicted at MediaTel Group’s recent seminar on the ‘Future Of The National Press’, the freesheet market in the capital (which could expand to other cities) is set to grow, with further entries into the market expected in due course (see Metro Profitability Could Be Hit By New Freesheet).