City AM wakes up to PM possibility

Executives at free London newspaper City AM are understood to be examining the possibility of launching an evening edition and have moved to register the trademark City PM.

The daily, launched in September, is distributed on weekday mornings at Tube and rail stations in the City, Canary Wharf, Mayfair and City Airport. Its circulation is about 70,000 but it is hoping for 100,000 by next year.

An insider says City AM is looking at extending and establishing the brand by launching an evening edition or creating an online strategy.

The source says: “There hasn’t been a decision on what we’ll do with City PM, but it could be an evening edition or a whole internet strategy. We could press ahead with an evening paper with more lifestyle and analysis pages. The idea is to extend and establish the City AM brand.”

A press buyer says/ “It is definitely a good idea to keep options open with the Transport for London tender process for an evening newspaper on the London Underground.

“With City AM, Richard Desmond Associated and Rupert Murdoch all interested in a London evening newspaper, 2006 could be the year that the evening newspaper market really picks up pace and comes to life.”

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