Evening Standard Seals Office Distribution Ties

Marketing, October 28, 2009 | Go to article overview

Evening Standard Seals Office Distribution Ties


The London Evening Standard is signing up major employers around London, including banks and law firms, to distribute copies of the newspaper in its freesheet form directly to staff in their office lobbies.

The deals would mean that thousands of City workers could be offered a copy in time for their homeward commute, which would put the paper in competition for the ABC1 audience targeted by morning business freesheet City A.M.

Matt Harrison, sales and marketing director at the London Evening Standard, said the plan is part of an ongoing evolution of the newspaper's distribution strategy. 'During October we have been moving around and testing where demand is highest in the City, then making changes each week,' he added.

The newspaper has received generally positive reader feedback since it relaunched as a free title on 12 October, according to Harrison, who claimed that more than 600,000 copies are being distributed every day.

'People expected the quality of the paper would drop, but it is the same newspaper with the magazine going out on a Friday and the Homes & Property supplement on a Wednesday. The demand has been so high some people have not been able to get one,' he said.

Rob Lynam, head of press trading at media agency Mediaedge:cia, said distribution was the key issue. 'I was at Southwark station at around 6.30pm one evening and could not find a copy,' he added. 'It will take a while to get the distribution right. At the moment, London Lite, with only 400,000 copies, looks like it is being spread more widely.'

The Standard has also been experimenting with distribution times, switching to late afternoons from its former lunchtime focus, to target those with a later commute.

The newspaper has also set up an area on its website to deal with queries from potential readers unable to track down a copy of the paper. …

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