Free-Sheet Publishers Combine For Advertising Deal
Associated Newspaper-owned Metro UK has formed a partnership with Swedish-based Metro International to offer advertising opportunities to brands looking to target commuters across Europe.
The joint sales initiative, thought to be the first of its kind, covers free-sheet newspapers in twelve European countries and lets advertisers reach a combined daily audience of around 10.4 million consumers.
A range of high-profile advertisers such as Vodafone, Electronic Arts, Rank Xerox and the Greek Ministry of Culture have already taken advantage of the package, which has brought in around £1.7 million for the two publishers.
Commenting on the deal, Justin Farnan, sales director of Metro UK, said: “This is a common sense agreement providing a great opportunity for our clients to tap into a hard to reach and highly valuable audience across Europe.”
Lawson Muncaster, vice-president global advertising sales at Metro International, added: “We have been successful in attracting prominent European advertisers because we deliver a highly desirable, young urbanite audience across Europe every day and because, like Metro UK, we are committed to constructing advertising solutions that go beyond traditional newspaper print options.”
The deal was reached after a number of discussions last year on the increasing demands from pan-European advertising solutions. The agreement currently operates on an informal basis and development work is done case-by-case.
Metro International recently appointed Toby Constantine to the newly created position of vice president of global marketing and research, with responsibility for the group’s global business and consumer driven marketing strategy (see Metro International Appoints Constantine To Head Research Arm).
DMGT: 020 7938 6000 Metro International: 0207 016 1300
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