free-sheets hit the london streets

Two free sheets were introduced for the Monday to Friday market. The anticipated News international title thelondonpaper was swiftly followed by Associated Media's The London Lite. Circulations have been 327,000 and 359,000 respectively, both papers are aimed at the lucrative London evening advertising market.

Associated's presence in the market at first seems confusing due to it's ownership of the Evening Standard however the introduction of the London Lite seems to be a protectionist tactic in order to spoil the launch of News Internationals thelondonpaper.

Both publishers know that in order to offer advertisers a reliable proposition both papers will need to focus attempts on securing loyal readers. By there very nature Free-sheets will attract transient readers, all well and good but advertisers will seek frequency within a defined audience.

There is no doubt that both papers deliver a captive, upmarket and younger demographic than the Evening Standard. Both groups need to differentiate their products and create brand loyalty with their readers. The next few months should see some interesting battles between the two titles. At the moment both papers are offering competitive advertising rates and responses have been encouraging.

Please see the link below for more information
http://www.guardian.co.uk/uk_news/story/0,,1861432,00.html