Metro, the British newspaper commonly distributed on public transport in places like the London Tube has reported to be overtaking the Daily Mail on an average of 1.48 million readers between the days of Monday to Friday in October 2016. The Daily Mail compares to 1.3 million readers in the same period of time. The price for the Daily Mail newspaper ranges from 60-90p in comparison to the Metro paper being free.
Metro has been extending its distribution to London buses at which it brought in over 840,000 readers in the mornings of November 2016. Metro currently makes £15m profit through advetisers and partners even though it had a drop of 12% in profits.
What does this mean for the tabloid-format newspaper?
Suggestively, it would mean that commuters are still enjoying reading the newspaper even though it has more advertisements than articles. It is possible that readers actually enjoy consuming advertisements to some extend since they are presented with them directly so they do not need to browse themselves. On the other hand, the senior demographic may not be happy with the lack of articles and opt for a newspaper such as the Daily Mail. By presenting the Metro in a magazine style format, it could extensively reach a younger demographic and increase the affiliate sales of advertisers from their platform and in the future have more revenue due to interest from more companies.
What does this mean for the tabloid-format newspaper?
Suggestively, it would mean that commuters are still enjoying reading the newspaper even though it has more advertisements than articles. It is possible that readers actually enjoy consuming advertisements to some extend since they are presented with them directly so they do not need to browse themselves. On the other hand, the senior demographic may not be happy with the lack of articles and opt for a newspaper such as the Daily Mail. By presenting the Metro in a magazine style format, it could extensively reach a younger demographic and increase the affiliate sales of advertisers from their platform and in the future have more revenue due to interest from more companies.
In my opinion, the best case scenario for the Metro newspaper is to be aquired by someone who understands the 'free marketplace' better than DMG Media. In no doubt, they are a power company with huge net worth and control in the media, however they are not currently aiming for high readership numbers (which they should be, since they are not charging the customer for their product).
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