London Lite to maintain distribution strategy

Free afternoon newspaper London Lite is unlikely to increase the number of copies it distributes in the capital despite the planned closure of rival thelondonpaper.

Lite
Lite: 400,000 copies each day

London Lite, owned by Associated Newspapers, currently distributes 400,000 copies daily in the capital while News International’s thelondonpaper handed out 500,000.

However, it is expected that London Lite will not increase distribution but keep a tight focus on its target market of working commuters.

As one observer points out, the controlled circulation and disappearance of thelondonpaper will increase readers per copy of the London Lite.

News International is closing thelondonpaper three years after its launch. The title recorded a pre-tax loss of £12.9m in the year to 29 June 2008 on a turnover of £14.1m.

James Murdoch, chairman and chief executive, Europe and Asia, News Corporation, says: “The strategy at News International over the past 18 months has been to streamline our operations and focus investment on our core titles. The performance of the thelondonpaper in a difficult free evening newspaper sector has fallen short of expectations. We have taken a tough decision that reflects our priorities as a business.”

Managing director of Associated Free Newspapers, Steve Auckland, has previously stated that he expected the London Lite to go into profit after five or six years following its launch in August 2006. However, the recession is likely to have altered these forecasts.

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 3703 or email customerservices@marketingweek.com

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