Metro will gain if Lite closes, says Associated

Associated Newspapers will use resources freed up from a possible London Lite closure, to enhance its Metro morning freesheet.

Lite out? Resources rechanneled
Lite out? Resources rechanneled

The publisher is consulting with staff over its free London evening title, and admits it may close the paper in the near future.

An Associated Newspapers spokesman says that if the paper closes, staff will “be freed up to focus more on Metro, which is already the UK’s third biggest national daily newspaper.

“The focus will be on boosting editorial and commercial content in both the Metro newspaper and its website, which continues to grow.”

The possibility of London Lite’s closure comes less than a month after the London Evening Standard switched to become a freesheet, relying entirely on extra advertising revenues it plans to get from raising circulation from 250,000 to 600,000.

Associated managing director Steve Auckland admits that its new competition “dictates that we look again at the future of London Lite” and press buyers back proposals to focus on Metro, which is read by about 3.5 million readers nationwide.

Gabrielle Rossetti, press manager at Arena BLM, says: “The Lite launched as a spoiler for thelondonpaper, and when that closed it had nothing left to compete with and its appeal waned. Content is core and Lite has nothing to offer. Metro, on the other hand, has because it is there at the time when people want to digest news.”

Paul Thomas, investment director of publishing at Mindshare, adds: “Free is reliant on advertising, and Lite has been struggling. The future of [Metro] will rest on the outcome of the TFL contract renewal when it comes up next year.”

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