Evening Standard could offer free and discounted copies

The Evening Standard is testing a new distribution strategy that could see it offer free and heavily discounted copies of the 50p paper outside train and tube stations.

Currently undergoing secret testing, the new strategy would see free copies distributed outside train and tube stations, upmarket restaurants and West End theatres, with vendors paid fixed hourly rates. They would also work past 9pm instead of finishing at the current time of 6pm, although distribution of free newspapers would finish at about 7.30pm.

According to a report in MediaWeek, the paper will still be sold at 50p during the day, with discounted copies likely to be on sale after 8pm or 9pm, depending on the outcome of the trials. The varying price strategy is expected to be rolled out in March.

Vendors will also be wearing new Evening Standard branded uniforms as the paper goes head to head with evening freesheets London Lite and thelondonpaper.

The new pricing and distribution strategy is the first major move by Alexander Lebedev since he bought the Standard last month (see Lebedev buys Evening Standard).

Tatler editor Geordie Greig has been confirmed as the editor of the Evening Standard, replacing Veronica Wadley, who has been at the paper since 2002 (see Greig appointed Evening Standard editor).

ABC figures for December show that the Evening Standard‘s circulation was up year on year to more than 287,000 copies.