So the news that London's Evening Standard became a free newspaper on Monday came as a bit of a shock. In ending 182 years as a paid-for title, it is the first quality daily newspaper to go free, but in these depressing times for print media everywhere, I suspect that it won’t be the last! It claims to be a bid to boost its circulation from 250,000 previously to over 600,000 copies, but I have to wonder at what cost?
It’s losing c£125,000 of paid sales a day, so presumably that will need to be made up by increased advertising revenue? In my own opinion, I’m not sure how well received rate increases will be or how good a strategy that is in the present climate. After all, if Murdoch couldn’t cut it with the Londonpaper which closed last month after it suffered heavy losses, and with its former free stable mates at Associated Newspapers, the Metro (morning) and London Lite (afternoon), now seemingly well established… it will be interesting to see what transpires. I wish them well!
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