Metro hires sales staff to milk high circulation

Metro is embarking on a sales drive to generate revenue from its national circulation - which is now approaching 700,000.

Metro is embarking on a sales drive to generate revenue from its

national circulation - which is now approaching 700,000.



The newspaper is recruiting ’brand managers’, as it describes its

salespeople, in London and Manchester. It currently has 15 sales staff

in London, four in Manchester and two in Birmingham. Meanwhile, in

Scotland the paper intends to use a sales house in the short term.



Metro is also planning a roadshow to persuade advertisers that its

audience, claimed to be predominantly 18- to 44-years-old and ABC1,

represents a valuable target group for clients.



Metro managing director Mike Anderson insisted his paper had captured a

new market of affluent young people who do not normally read

newspapers.



If true, it becomes attractive to buyers who have difficulty reaching

this group cost-efficiently.



He is convinced that Metro is not a threat to other newspapers but can

draw young people into the habit of reading newspapers.



’There are eight million young workers in this country who don’t read a

national newspaper,’ said Anderson. ’Metro is like a portal for print.

The Daily Mail can recruit readers from our paper.’



However, his regional rivals disagree with this assertion. In Manchester

and Newcastle it is claimed the Metro wars have eaten into sales of the

local titles to a small degree but sales of all national redtops and

mid-markets have been hit harder.



They also point out that Metro may work in London with its large numbers

of affluent tube commuters, but in the provinces professional people

drive to work.



From an advertising revenue stance, they also believe their strategy of

cross-selling a morning Metro with their paid-for titles will prove more

successful.



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