Evening Standard battles for readers with revamp No2

The Evening Standard is being forced to revamp for the second time in six months to stem declining circulations. The move will also step up its battle against a new, free evening rival to be distributed on the Underground by the end of the yea

The Evening Standard is being forced to revamp for the second time in six months to stem declining circulations. The move will also step up its battle against a new, free evening rival to be distributed on the Underground by the end of the year.

It will continue its rolling innovation under managing director Bert Hardy. But experts say what the paper needs is stronger cover stories.

A dummy of the new-look Evening Standard has been shown to staff but has yet to be seen by agencies. From May 8, readers will be able to navigate through the newspaper using colour-coded pages for each section and see a brand new typeface inside.

Hardy says: “The continued evolution of the Standard will make it even more attractive to consumers and advertisers.” But one press director says: “No idea is a bad idea in a declining market but what the Standard really needs is better splashes on the cover, the strongest marketing ploy there is.

“The quality of the front page story affects evening newspaper circulation more than morning papers. Some people pick up the Standard out of pure habit but the rest depend on London-centric hard news on the front rather than national news.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here