Monday, March 9, 2009

Ten years on, and Metro has turned London into free-for-all

Stephen Brook writes:

It was on an unremarkable day, more than 10 years ago, that newspaper executives Jonathan Harmsworth and Murdoch MacLennan slipped out of the Daily Mail & General Trust's imposing Derry Street headquarters in Kensington and flew to Stockholm. Their fact-finding mission was quickly judged a success. "They came back really impressed by young commuters reading a newspaper, rather than staring into space," says Steve Auckland, managing director of the company's free newspapers division. The result of that Swedish visit would, it is no exaggeration to say, change the face of Fleet Street. Those young urbanite commuters were reading Metro, a radical free newspaper that launched in Sweden in 1995. DMGT saw a gap in the market.

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