AN expects London Lite to be profitable

Associated Newspapers is “confident” that it will make its free evening London newspaper London Lite profitable within three years. The comments come as the publisher gears up for a head-on battle with News International’s rival launch, thelondonpaper.

Associated has brought the paper’s launch forward to today (Wednesday) to beat thelondonpaper, which will will appear on September 4. Consumers were given a taste of London Lite, which replaces Standard Lite, in a test run last Friday.

Observers believe that the two launches face a bloody battle for advertising revenues and readers, and there has been widespread speculation that News International is more prepared for a fight than Associated.

But Daily Mail managing director Guy Zitter claims he is certain the paper will be profitable in its third year because it already has the distribution channels that were established for Standard Lite. It took Associated four years to make morning freesheet Metro profitable, although it did not have any competitors.

Zitter adds: “There’s little to pay for – we have eight presses at Surrey Quays which publish the Daily Mail every night. After that, three of them print the Evening Standard while the other five sit idle. The only real cost is extra crews for the presses.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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