Will Free Evening Standard put out the Lite?

Posted by Helena Humphrey on October 5, 2009 at 9:28 AM

Last week's announcement that the London Evening Standard will now literally be given away on the streets of the capital stirred up a fair share of doubt and concern for the future of the title, which editor Grieg attempted to temper with the request: "Can you refer to it as a newspaper and not a freesheet? It has been a newspaper for 182 years and it is not changing," reported the Guardian. However, it also puts into play questions regarding the impact the move will have on other publications too.

In the London Evening Standard's long history, the newspaper has fought off some 14 other rivals. Only three weeks ago Murdoch's freesheet, the London paper, was forced to throw in the towel, and it seems that the London Lite might not be far behind - the city's final afternoon freesheet standing.

If news of the Evening Standard going free, and therefore potentially swallowing up the Lite, seems a shame, then bear in mind the blows various freesheets have bestowed upon the Standard over the years: Without doubt, the London Paper has done its fair share of damage to the Standard with its launch in September 2006. The Lite wounded the Standard further, pushing it into the middle - and consequently everyone lost money.

Last year London Lite came in with a massive loss of £20m - and it continues to lose money. Though the paper did pick up some advertising since the closure of the London Paper, it is still far from being profitable. Steve Auckland, the managing director of Associated Newspapers' free newspaper division, played down rumours of a rift between the two publications and was non-commital regarding the future of the daily, stating: "It is early days since the closure of the London Paper and the launch of this new initiative from the Evening Standard. We will continue to assess the situation regarding London Lite," but did add "It is business as usual and we are pleased with the progress we are making."
Source: Guardian