The London Weekly planned for 1 February

The publisher of planned London free newspaper The London Weekly says that it will launch on 1 February and that nearly a third of the newspaper’s content will be generated by readers.

Commuters

The first news of a new title for London emerged yesterday (30 November) when a holding site appeared at www.thelondonweekly.co.uk and reports appeared saying the Global Publishing Group (GPG) had raised £5.5m for launch. The Group now says that it has raised £10.5m

The site is set to go live on 20 December and the London Weekly hopes that it will help with the target of 30% of the paper’s content to be generated by readers. The publisher aims to distribute 250,000 copies of the title on Friday and Saturday mornings outside main line tube stations.

The website will provide an online radio station, video sharing service and news sharing service “offering members of the public a chance to write and publish their own stories online.”

The new title aims to fill the gap left by the demise of News International’s thelondonpaper and Associated Newspapers’ London Lite.

Marketing manager for London Weekly Paul Morris says: “What the team at London Weekly found was that 70% of Londoners felt that they were being bombarded by free titles every single say on the way to work and back. The focus spent by readers on these newspapers was very minimal as the weekday cycle meant commuters were more focused on getting to work and upon their return are too tired to concentrate on adverts or editorials which were targeted to them.”

He added that 85% of the research poll would like to see a round up of the whole week’s light political news, entertainment, fashion and lifestyle.

GPG says that it planned the title before the announced axing of the London Lite and thelondonpaper. The group is a partnership formed by five private investors.

Media buyers have given a mixed reaction to the proposed newspaper.but some say that there is advertiser money available to be picked up by the right product.

The current free titles in London now comprise Associated’s morning Metro newspaper, niche business title City AM and Alexander Lebedev’s the London Standard. The latter has just announced it plans to extend distribution to some 800,000 copies and that it is working with independent newsagents outside zones 1 and 2.

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