Metro mulls evening edition

Metro could launch an evening ‘tablet’ edition following the success of its late extra digital Olympics edition.


Executives at the newspaper are looking at the potential for a so-called ‘PM’ edition after seeing a “big demand” for its special evening Olympic tablet edition, according to marketing communications director Bryan Scott.

Scott said the tablet demand, which saw half of its daily morning audience, which has 265,000 subscribers, opt to download the evening edition, was the “biggest learning for everyone across the business” from its Olympics activity, which included increasing its publication to seven days and an exclusive £2m deal with TeamGB sponsor Adidas

“We’re looking at the validity of the market to expand our product offers as we go forward to make the most of everything we have,” he added.

Its potential plans have been boosted by success of large scale commercial deals with leading Olympic sponsors BA and Visa, as well as Adidas, which boosted revenues by over a third (34%) for the 17 day Olympics, compared to the same period last year . Activity included a cross platform deal with BA that has so far delivered results including 4660 messages of good luck via a Team GB Feed branded with the airline’s logo, with the majority (3833) sent via the tablet edition.

However, while the publisher says it believes “there is a market for a weekend freesheet” it is not investigating a move to publish Metro seven days in the future.

The newspaper’s ‘director of Olympics’ David Vokes is overseeing activity until the end of the Paralympic Games on September 9th, after which he is considering staying on to “explore developing Metro’s sporting credentials.”

Latest from Marketing Week


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


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.


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.


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

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