The Evening Standard has launched its City pages on the Internet, making
it available outside London for the first time.
The site, called Business Day Interactive, uses a split-screen approach,
with the actual pages of the paper seen on the right-hand side, while
the stories can be pulled up in plain text on the left.
Advertisers in the printed paper can make their ads interactive by
paying a surcharge. Users of the site can click on the ad in the page
layout on the right to see more information on the left. It will also be
possible to book ads purely for the online version.
The site is a simple extension of the Standard’s subscriber business
network. It will be updated four times a day, in line with the print
version. It will be possible to search the site by company name, and it
will also carry the front, inside front, back and inside back page of
the paper, delivering all the main news and sports stories.
Business Day Interactive has been developed by Associated Electronic
Publishing, the interactive division of Associated Newspapers, which
publishes the Standard.
Gavin Baylis, the former deputy ad director of the Standard and the
general manager of AEP since its launch in January, is also preparing
online projects for the Standard’s sister titles, the Daily Mail and the
Mail on Sunday.
Baylis said: ‘Whatever we do will have a specific logic to it, rather
than being a duplicate of the papers.’