Metro Could Increase Circulation

Associated Newspapers is apparently close to finalising a deal which will see it increase the circulation of its national morning freesheet Metro by about 250,000 copies.

The deal would increase the London edition’s circulation by about 200,000 copies and that of other areas by about 45,000, according to a report on MediaGuardian.co.uk.

An increase in circulation, which rests on finalising deals with media agencies to secure increased advertising, could be seen as an attempt to put more pressure on News International’s thelondonpaper, which is currently going head-to-head with Associated’s afternoon freesheet London Lite.

MediaGuardian.co.uk quotes an unnamed media agency source as saying: “Metro wants to make more money from advertisers and make it a more difficult press advertising climate for News International by taking more money out of the sector.

“At the end of the day, Associated doesn’t mind if the move also squeezes London Lite because it is being used as a loss leader to win the battle. If thelondonpaper were to close, Associated would then close London Lite.”

At the last ABCs, for May this year, Metro London recorded a total circulation of around 548,000, down from just over 550,000 copies in May 2006, although it did record a month on month increase of around 900 copies (see Freesheets Shed Issues As Evening Standard’s Circulation Goes Up).

The rise of the freesheets and their on the rest of the newspaper market will no doubt be one of the topics up for discussion at next week’s MediaTel Group seminar on the ‘Future of National Newspapers’ (see BREAKING NEWS: Final Panellist Confirmed For Newspaper Seminar).

Associated Newspapers: www.associatednewspapers.com