Associated axes MetroPlus mag

Associated Newspapers has axed MetroPlus, a Metro spin-off magazine aimed at young female office workers, after less than four months. It was published for the final time on Monday.

The weekly magazine, which was launched in February, will now be incorporated into the main newspaper. Metro will carry a new eight-page section aimed at its PA and secretarial readers. It will be split between features and classified advertising.

Industry observers say that the magazine failed to make an impact because the market was too competitive, with publications such as Ms London and Girl About Town already established. One media buyer also questioned whether it was “a brand extension too far” for Metro.

Metro managing director Steve Auckland says: “Metro has taken a strategic decision to add MetroPlus to the main newspapers. We also believe this is the most efficient way for our advertisers to reach all 200,000 of our PA, admin and secretarial readers.”

Transport for London has called for expressions of interest in launching a free afternoon newspaper to be distributed on the London Underground. Express Newspapers, Guardian Newspapers and News International are all believed to have expressed interest so far. Express Newspapers first mooted the idea of a free afternoon paper for London two years ago.

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