Evening Standard down 2.6% as Metro holds own

by Daniel Farey-Jones, Brand Republic 11-Jan-08, 12:30

LONDON - The Evening Standard's December circulation fell 2.6%, while the Metro was the free London paper most insulated from the seasonal drop-off, according to the ABC figures for December.

The Standard's December circulation was 284,406, while its six-month average is slightly higher at 285,665. The six-month average figure is down only 0.42% year on year.

The Associated paper's distribution of bulks increased from 95,092 in November to 99,354 in December.

Metro, with its sheltered distribution bins, was the free paper that suffered least in December. Its London monthly circulation dropped by 0.49% from November to 742,291, but on a six-month average basis it is up 19.9% year on year to 661,130.

Metro's national monthly circulation dropped 0.26% from November to 1,354,714. Its six-month average circulation grew 12.4% to 1,254,313.

Thelondonpaper dropped 5% from November to 471,158, while rival Associated freesheet London Lite dropped 2.8% to 389,304. Their six-month averages are 491,746 and 399,985 respectively. No year-on-year comparisons are yet available.

City AM fell 13.9% to 86,522 -- the paper reduces its distribution during December and January as the City empties out for the Christmas holidays.

Its six-month average figure was 94,388, up 7.05% year on year.