Agencies support the Evening Standard’s “no-brainer”

The London Evening Standard‘s move to go free has generated support from agencies…

It is a “no-brainer”said Rachel Hall, trading director (Radio and Regional Press) at ZenithOptimedia, “particularly following the recent closure of thelondonpaper.

“It is clearly guaranteed to increase its readership and with its heritage and quality editorial, readers will also benefit. However, working closely with agencies and advertisers is key as the success or failure of the title comes down to advertising revenue and a collaborative sales policy will be crucial.”

Alan Brydon, head of press at MPG and former ad director at the Evening Standard, added: “Everyone likes the Evening Standard but what it has always lacked is critical mass.  However, if they can almost triple its circulation and keep the quality of the product as it is now, then it’s a really exciting prospect…. advertisers will be very interested.  It’s definitely a good thing, who wouldn’t want a high quality free newspaper with a distribution of more than 600,000?!  It’s another nail in London Lite‘s coffin though!”

Emma Dibben, account director at mediaedge:cia, said: “The Evening Standard going free is a natural progression following the closure of thelondonpaper, it is fairly likely that Associated would have taken it free had thelondonpaper not launched.  It just remains to be seen as to whether the Evening Standard can remain a high quality editorial product with an upmarket audience as a freesheet.  If it can, it’s good news for Londoners and advertisers.”

Jane Wolfson, press director at Initiative, said: “I think it’s a great move for the Evening Standard to deliver free quality editorial to the London market, giving the consumer an alternative to what is currently on offer.  It remains to be seen whether there is room for two London freesheets but as long as the standard’s current editorial isn’t compromised it should make for a credible addition to the London market.”