Trinity Mirror set to fight back in Metro war with Associated

Senior executives from Trinity Mirror were camped in its Canary Wharf offices late on Friday, developing a strategy to fight back against Associated’s Metro.

Senior executives from Trinity Mirror were camped in its Canary

Wharf offices late on Friday, developing a strategy to fight back

against Associated’s Metro.



However, rumours that it was about to launch a competitor in London

against either Metro or the Evening Standard were denied. A Trinity

Mirror spokesman said: ’It’s not about to happen. But who knows what the

long-term view will be? We must respond to the market.’



Associated has dusted off relaunch plans for its defunct Evening News

which last surfaced in the war against Mirror Group’s London Daily News

in the mid-80s.



In the last couple of weeks, Metro has expanded with regional editions

competing against the Guardian Media Group in Manchester and Trinity

Mirror in Glasgow and Birmingham.



Both groups have responded with rival free morning papers. Last week,

Trinity Mirror secured the first exclusive distribution deal in the

regional offensive. Its five-year deal with Travel West Midlands will

result in 50,000 copies of its Metro News distributed daily on 1,800

buses serving the West Midlands region. Associated was also trying to

strike a deal with the local transport authorities.



In Scotland, Trinity Mirror is producing daily editions of its

Glaswegian weekly paper on Thursdays and Fridays, which are key days for

retail advertising.



Around 30,000 of the special editions will be distributed each day.



When questioned on Trinity Mirror’s relatively low-key response in

Glasgow, a spokesman said: ’The market is pretty well served in Scotland

for morning papers by the Daily Record, with its mix of local, national

and international news.’



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