Metro, the free newspaper, is preparing to launch a magazine that
could take it into the paid-for press arena for the first time.
The marketing director, Linda Grant, said that plans are at an early
stage. "It's an obvious thing to go further in the print arena. The
Metro brand is powerful and we know that many readers already read
lifestyle magazines in their own right."
Grant also confirmed that the magazine may have a cover price. "Never
say never. The Metro brand is associated with free newspapers but we
will look at pay-for options ."
The Associated Newspapers-backed Metro is distributed free to 813,753
commuters each working day.
It is not yet known what the title of the magazine will be, but The
Times already uses the name "Metro" for its colour supplement.
Metro has employed Naked Communications to develop its brand extension
and is also looking at launching Metro-branded internet cafes.
Will Collin, a partner at Naked, said: "Metro is the sixth-largest
national newspaper in terms of circulation, and magazines and online are
the obvious areas for extending the morning content. The '20-minute
Metro moment' with commuters gives a line into a very affluent,
desirable group and there is the potential to extract value by offering
Metro claims that 72 per cent of its readers are ABC1s and 78 per cent
are aged between 15 and 44.