Metro to boost national circulation

Associated Newspapers has secured a deal to increase circulation of its national morning freesheet Metro by 250,000 copies in a move designed to hit rival News International.
The deal will boost Metro's London circulation by 205,000 copies to more than 750,000 and a further 45,000 will be spread among eight other city editions around the country.

Metro's London circulation boost will also see the morning freesheet distributed to 250 new stations in and around the city and the south-east commuter belt.

Associated Newspapers said that the deal will raise Metro's daily circulation to 1.36m copies across 16 UK cities.

The circulation boost will begin in mid-September and be completed by October 1, increasing pressure on afternoon freesheets the London Paper, owned by News International, and Metro's Associated sister title London Lite.

"Metro has established a fantastic relationship with young, working ABC1 commuters but many of our target audience have not been able to pick up a copy of the newspaper so we are extending the supply," said, the Metro managing director, Steve Auckland.

Mr Auckland added that with more than 5 million "urbanites" in the UK - over half in London - there was "still room for us to grow without diluting our reader profile".

Associated Newspapers kicked off discussions with advertisers, through their media agencies, to secure deals to support the circulation boost in June.

"After lengthy consultation with agencies and our regional publishing partners, it is now prudent to go ahead with this significant increase," added Mr Auckland.

Associated's strategy comes several months after it labelled News International "totally irresponsible" for increasing circulation of the London Paper by 100,000 copies to about 500,000.

Mark Sweney - The Observer