Standard Considers Launching Afternoon Free-Sheet
Associated Newspapers is believed to be considering plans to launch a free lunchtime version of the Evening Standard in a bid to strengthen its position in London ahead of the arrival of Richard Desmond’s new title.
Reports suggest that the so-called Standard Lite will launch in November with fewer pages than the paid-for edition in an attempt to bring in new readers and strengthen its brand in the face of increasing competition.
The title is expected to be given out by vendors across London between 12pm and 2pm before the paid-for edition hits the capital later in the day. Media agencies are due to be briefed on the initiative by Evening Standard bosses next month.
Associated could be the first publisher to launch an afternoon free-sheet in London ahead of Richard Desmond’s planned title. Desmond has been developing the London free-sheet since the beginning of last year and has reportedly registered the name London i as the title for the paper.
Desmond remains committed to launching the title, which has all the major commercial players in place and is ready to go. However, he is awaiting the outcome of an OFT investigation into an exclusive distribution deal between Metro-owner Associated Newspapers and London Underground.
Desmond claims that DMGT’s long-running contract with London Underground to distribute Metro at its stations is anti-competitive. A ruling is expected at the end of the summer and Desmond has conceded there is little chance of his paper being launched unless the deal is found to be illegal.
Competition in the London newspaper market looks set to explode if Desmond gets the go-ahead for the title. Associated is no doubt expecting to be hard hit, but has reportedly stopped short of launching a free evening paper because of the damage it would do to the Evening Standard.
The latest monthly ABC results show that the Evening Standard has seen circulation fall by 7.9% year on year to 367,844. The Standard has been in gradual decline for the last ten years, but Associated Newspapers recently announced that it saw display advertising revenues rise by 11% in the eleven months to August (see Metro And Evening Standard Boost Associated Revenues).
The Daily Mail & General Trust: 020 7938 6747 www.dmgt.co.uk
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