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
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