London Evening Standard to become a free circulation paper

by Daniel Farey-Jones, Brand Republic 02-Oct-09, 09:59

LONDON - The London Evening Standard has announced it is to become a free newspaper in a matter of days and increase its circulation to 600,000 copies.

The paper will make the change on Monday October 12, more than doubling its circulation from its current level of around 250,000 copies.

Andrew Mullins, managing director of the London Evening Standard, said: "Sustaining a paid-for afternoon newspaper had its challenges even before the freesheets were launched in 2006 ... Being a quality newspaper with large scale and reach should transform our commercial fortunes."

Details about how the Standard will be distributed and what will happen to the current vendors have not yet been released.

From 50p to free: nine and a half months in the life of the Evening Standard

The Standard's Russian owner Alexander Lebedev said his intention to make the paper available to a wider audience was for it to function as a "deterrent against corruption".

"I want to invest in newspapers in general for this purpose and the London Evening Standard in particular."

Lebedev believes that other quality papers will end up following his lead.

Geordie Greig, editor, was keen to underline the Standard's commitment to remaining a quality newspaper.

Greig said: "This is an historic moment and great opportunity for the London Evening Standard. Its owners will be funding the distribution of over 600k copies of the newspaper, making it available to more Londoners than ever before. And most importantly this will be a quality newspaper.

"The Standard has an exciting and secure future with this new, pioneering strategy of more than doubling our distribution. We will remain the only London newspaper committed to a tradition of high quality journalism with the finest writers and undiminished commitment to the best reporting of news, business and sport."

In the middle of May the Standard underwent a high-profile relaunch. The month saw its circulation drop 20% from April to 210,901, but in June it recovered 12% to reach 236,075.

In July the Standard changed its ABC reporting regime to become a regional title.

The move will raise fresh speculation about the future of afternoon free newspaper London Lite, owned by Associated Newspapers, the former owner of and still a 25% shareholder in the Evening Standard. Much of the Lite's editorial is supplied by the Standard.

Speculation about the future of the Lite has been rife since its main competitor, News International-owned thelondonpaper, was closed by News International at the end of last month.

Associated was not commenting publicly on the developments but it is understood it is taking Standard's move as another factor to consider in a review of the Lite that has been underway since thelondonpaper closed.

Comments

Jonathan Keane - 02/10/2009

This announcement comes at a time when the FT chief exec believes that paid online content is the only way to safeguard journalism.

Anne Jillings - 02/10/2009

Does this mean there will be no more London Lite? I truly hope so...

Kate Ritchie - 02/10/2009

they were trying to hand it out last night at the tube station. they literally couldn't give it away. if they put lots of sodoku, pictures of fluffy animals and dating stories in there it might get the secretaries and accounts staff to read it on their train rides back to chigwell, but I fear it's doomed. they seem not to notice that better content is now free on handsets.

dano - 02/10/2009

does this mean an end to the classic London sound of STAAAAAAAANDARD every mid afternoon?

Poyani Desai - 02/10/2009

Thats some real good news specially when london paper is not around and Metro Lite is not very good

Patrick Danaher at GyroHSR - 02/10/2009

A price that finally matches its journalism

Michael Cook - 02/10/2009

Surely the Lite can't be long for this world now...

Grilla Login - 02/10/2009

50p extra for cellulose smoothies - result.

Under Employed - 05/10/2009

The LondonPaper made a loss of £12m last year; London Lite came in just under at £10m. How is the Standard hoping to make a profit when it's planning to more than double circulation to 600,000?