London Evening Standard readership rises

In November, about a month after going free, the Evening Standard announced it had managed to reduce its distribution costs significantly - from 30 pence per copy to 4p.

Although its highest circulation could signal more advertising revenue, the increase in distribution is costing the Standard a lot of money in newsprint costs.

The Standard managing director Andrew Mullins said that the paper increased its advertising rates when it went free, anticipating higher circulation. He explains that their targets have been exceeded and that "it's clear that the numbers are even better than we thought they would be back when we were putting our case to agencies. We are very pleased we are beating our targets." Despite increased circulation, the newspaper does not plan to raise its advertising rate.

Mullins added that a large proportion of advertising contained in the now defunct freesheet London Lite and London Paper had gone to morning freesheet Metro, which had a younger readership profile than the Standard.

Interestingly enough, the figures from the National Readership Survey - the group that conducted the survey - revealed that more young people were reading the Evening Standard. The proportion of 15-44 year olds has grown from 56.7% to 62%.

The Evening Standard explained that the high readership numbers show "potential to grow over time was with other newspaper launches" and the fact that such an increase was achieved after only 11 weeks after its relaunch "validates the Evening Standard's claim that it is a very attractive and cost effective proposition for advertisers."

In general, evidence suggests this is a very good year for freesheets worldwide. According to E&P, global free paper publisher Metro International, the publisher of free commuter dailies in cities around the world, reported its highest quarterly profit ever in the fourth quarter. This company does not own the London freesheet Metro, but it does own several free newspapers in Russia, Brazil, and Europe that are faring very well in these times.

Could freesheets that potentially increase a paper's circulation be the answer to monetizing the newspaper?



Sources: Guardian, E&P