From Media Week and WARC: "If you want to target 18-34 year-old European city dwellers, advertise in the freesheets. That's the message of a recent survey by market researcher TNS Gallup. The study of 24,000 people shows that the coveted demographic is shunning paid-for newspapers in favour of free papers such as London's Metro. Of those who live in a European city where free papers are available, half read a free newspaper at least once a week, while nearly a quarter read one every day. Importantly, almost one in three read only free papers each week, with 23% also reading a paid-for title. Less than half read only a paid-for paper every week." (Data sourced from: Media Week (UK); additional content by WARC staff)

Source: WARC