Thelondonpaper delivers stark warning to vendors dumping copies

by Jacquie Bowser, Brand Republic 25-Apr-07, 15:20

LONDON - Thelondonpaper has sacked three of its distributors who were caught dumping 2,900 copies of the paper by Associated's Evening Standard, which released video evidence earlier this week.

A press campaign running in today's Marketing Week and tomorrow's Campaign magazine states that the three distributors were dismissed as soon as thelondonpaper learned of the incidents.

News International said that it is company policy to sack vendors involved in such incidents and that anyone who attempts to dump its editions in the future will be dealt with in the same way.

However, despite a cursory thanks to Associated Newspapers, the ad campaign goes on to attack the Evening Standard, stating that filming the vendors was a case of "crude propaganda". It highlights the Evening Standard's drop in circulation figures and claims Associated Newspapers had launched a "dirty tricks campaign", to destroy competition.

The row started earlier this week when Associated Newspapers released video evidence of three vendors of thelondonpaper dumping thousands of spare copies in bins near Barbican, St Paul's and Liverpool St, on three separate occasions during March.

This led the Audit Bureau of Circulations, which provides certified distribution figures, to release a statement saying it takes any transgression of reporting standards very seriously.

It stated: "If anyone believes any of the rules which have been set by the ABC Council have been infringed, the ABC complaints procedure will ensure a full investigation and the details of any upheld complaints communicated."

Westminster Council announced last week that it would ban distribution of freesheets in the city centre if News International and Associated Newspapers did not substantially contribute to its £500,000 recycling plan.

A meeting is to be held next week for all parties to reach an agreement. If one cannot be reached then the council stated it will "severely curtail the distribution of all free literature in the area".

Associated's London Lite had a circulation of 400,212 copies during the month of March, compared to News International's thelondonpaper, which distributes 502,158 papers.