London Evening Standard to become free newspaper

Oct 5, 2009 | Uncategorized

The London Evening Standard, which is owned by the Russian businessman Alexander Lebedev is to become a free newspaper from October 12. The decision, which makes the London evening title one of the first big papers in Europe to drop its cover price and rely entirely on advertising, will see circulation of 250,000 increase to […]

The London Evening Standard, which is owned by the Russian businessman Alexander Lebedev is to become a free newspaper from October 12. The decision, which makes the London evening title one of the first big papers in Europe to drop its cover price and rely entirely on advertising, will see circulation of 250,000 increase to 600,000, Lebedev said in a statement. DMGT sold the Evening Standard to Mr Lebedev in January for a nominal sum, but kept a 24.9 per cent stake in the business.
05/10/2009


Our view
Another casualty of the changing consumer culture over paying for content Ad recession meansit'” all about eyeballs Their print relaunch clearly failed, so this was the only way forward.
Our tip: watch the same model for other cities around the world. What Metro’s cultural change began, the qualities after a decade of protest will finish by following the same model.
www.thisislondon.co.uk/standard

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