Sun - 21.01.2018


As Metro International, with 17 million readers of its free daily around the world, extends its “Metro Moment” to more digital platforms, Maggie Samways makes one promise: “There will be no paywall in Metro’s future. Scout’s honour.”

Samways, Executive Vice President and Global Editor-in-Chief of Metro International in the UK, presented the company’s digital strategy which is more about “extending the Metro Moment than defending it,” she says.

That Metro Moment occurs every morning as readers commute to work between 7 and 9 a.m. For most, that has meant reading Metro’s print edition. But today that is being challenged by the onslaught of other platforms.

“The most important thing for us is to be true to our DNA and that is the Metro Moment. To continue to define what that means to us and our readers and especially what that means to them on mobile, tablets, and web.”

In essence, Samways says Metro wants to build new distribution channels, gain unique access to online audiences and thus create new Metro Moments. “We will use the print product to build awareness of our new products, continue to target people on the move and create some of those ‘lean back’ moments with Metro using verticals that are relevant to readers.”

For more on this story, please see our Digital Media Europe blog.


Dean Roper


2012-04-18 10:23

Today, free UK newspaper Metro announced the launch of a targeted consumer marketing campaign in London aimed to increase readership of its tablet edition, according to a press release. The campaign, which will continue for the rest of the week, aims to reach the “urbanite” audience that falls outside of Metro’s commuter distribution areas.

Advertisements will run on digital screens in London’s major train stations, in the print editions of Metro, on the music streaming service Spotify and through in-app ads, the release said.

The station ads, starting at 4pm each day, instruct viewers to take a picture of the front page of Metro’s tablet edition and then tweet the photo to @MetroUK with the hashtag #tablet and the viewer’s location, from which one winner will be chosen per day. Each day’s winner will then be entered for the chance to win a tablet.

The print ads include information about the tablet edition ads at train stations, but also instruct readers to download Blippar, an image-recognition app, on their mobile phones to play a 3D game, from which they will also have a chance to win a tablet, the release said.

Metro’s ads on Spotify offer consumers yet another chance to win something: by clicking on display ads, users are directed to Metro's Facebook page where they can enter to win a year-long membership to Spotify Premium.  


Gianna Walton


2012-03-26 14:48

UK free commuter daily Metro has entered into a video content deal with ITN to expand its online offerings, reported yesterday.

Beginning today, is now offering its online readers with "up-to-the-minute" videos from ITN, spanning multiple genres that include UK news, world news, sports, showbiz, music, fashion and video gaming, reported

Following an agreement with Associated Newspapers-owned Daily Mail in July last year, this deal is ITN's latest in a series of newspaper partnerships, according to

By entering into an agreement with ITN, the free UK daily, owned by the Daily Mail & General Trust, joins several papers receiving video content from ITN. Its owner has a 20 percent stake at ITN, MediaGuardian reported. The free daily has a current distribution of 1.3 million copies across 16 cities in the United Kingdom and 2.5 million monthly unique visitors on its news site.

"We are really excited to be able to offer our users of more choice in the way they consume their online news," Jamie Walters, Metro's digital director told "With ITN Productions supplying video content across a range of genres, I am sure this new addition to our site will really appeal to our City Clicker audience."


Savita Sauvin


2010-09-02 21:45

Canadian Metro websites, and, will be integrating "Add to Foursquare" buttons on their website, Newspaper Innovation reported today.

The newspaper partnered with Foursquare earlier this year and began offering location-based restaurant tips to its followers.

Through addition of this new feature on the news site, users can add a visit to a location as a "to do" in their Foursquare account and either link back to the full article or post a review on the Metro website.

Hoping to enhance its brand image, the free commuter daily also recently unveiled a "radically redesigned newspaper" for its readers in Halifax, Ottawa, Toronto, Calgary, Edmonton and Vancouver.

The button will be placed adjacent to the venue-targeted editorial content like restaurant reviews.


Savita Sauvin


2010-09-01 15:07

Polish free daily Metro is launching a German edition of its newspaper in Berlin, Newspaper Innovation reported today.

Owned by Polish publisher Agora, the German edition will carry a circulation of 30,000.

The launch of the German edition is aimed at boosting tourism growth in Poland by providing Polish advertisers with an opportunity to reach potential customers beyond borders.

This is the third German publication launched by Agora since September 2009, according to Newspaper Innovation. The first German publication was awarded first prize in the "Marketing Solutions for Advertising Clients" category at the INMA Awards 2010 competition.


Savita Sauvin


2010-08-26 22:02

The United Kingdom's third largest national daily has launched a free iPad application with multi-touch controls, reported today.

Free Daily Metro's iPad app also helps users plan events and entertainment for the week, while providing all the news from the newspaper in a digital format, according to The app has been specifically designed to make the most of the tablet's extra screen space, helping to swap pages and browse sections with just a click, and with capabilities to jump from the front page to key stories.

Prior to the launch, Renault was in talks to be the first sponsor, with a five-figure sponsorship deal, NewMediaAge reported June 22.

While it may seem silly to download an iPad edition for a free newspaper, it does help Londoners realise wastage caused by printing free dailies, when digital copies could protect natural resources and keep public transport free from discarded print waste, wrote Gerald Lynch, of It could also save on printing and distribution costs.


Savita Sauvin


2010-07-06 23:25

Canada's main free commuter daily, Metro, on Tuesday unveiled a "radically redesigned newspaper" for its readers in Halifax, Ottawa, Toronto, Calgary, Edmonton and Vancouver, according to a press release posted on NewswireCanada.

The freesheet is looking to enhance its brand image, and is hoping to do that with a new look, including more colour, bolder fonts and an oversized masthead, as well as more images, graphics and fact boxes in place of plain text, the press release stated.

Photo: Via

The newspaper is divided into five sections: News, Scene, Life, Sports and Drive, which will be available every Wednesday, according to the press release.

The newspaper has consolidated its fashion, food, finance and other lifestyle content into a new section called 'Life' to give the daily more of a magazine-like feel. Meanwhile, new columnists will be contributing across a number of sections, MarketingMag Canada reported.

The newspaper began rolling out redesigns across the globe last year and Canada is the last country to implement a new look.


Savita Sauvin


2010-07-01 21:45

Metro US, the publisher of free commuter dailies in Boston, New York and Philadelphia, entered into a cross-platform content sharing partnership with MTV2 last week, Editor & Publisher reported yesterday.

As a part of the deal, Metro will deliver the latest national and international news stories including politics, business and sports as a "News Break" every hour from 3-9 a.m. every day on MTV2's AMTV as its northeast content partner. It will also feature the MTV2 programming details, along with top programmes of the week, in its Entertainment section and TV Watch list, according to a press release posted on last week.

"Like Metro, MTV is a globally recognized brand for the young media consumer, and there is a powerful correlation between what MTV2 viewers and Metro readers value in news and entertainment," Tony Metcalf, Editor in Chief at Metro, stated in the press release.


Savita Sauvin


2010-06-07 22:10

Metro Brazil is rolling out a new edition in Campinas, a city with about two million people, Newspaper Innovation reported today.

The country's fourth edition will have an initial print run of 30,000 copies. Brazil's total Metro circulation is now 240,000 daily copies, with editions also serving São Paulo, Santos and the ABC region, according to a press release from the Stockholm-based publisher, Metro International SA.

The new Campinas edition will be hand-delivered on weekdays by distributors.

"Brazil is one of the most attractive markets in Latin America, both in terms of its size and growth," Metro's CEO Per Mikael Jensen stated in the release.


Leah McBride Mensching


2010-04-29 23:29

Morning free paper Metro has secured the contract to distribute in the London Underground and at bus stations, MediaGuardian reported.

As the original 11-year deal will expire on 2 April, the new one will last for seven and a half years. The contract will allow free distribution at 250 tube stations and 14 bus stations in London, from 6 a.m. to 11.30 a.m. Monday to Friday.

It was thought that Metro had a bidding battle against News International's afternoon freesheet the London Paper, and probably Alexander Lebedev's London Evening Standard, and Richard Desmond's Express Newspapers.

"There are understood to have been three expressions of interest in the tender, but it is not known how many bids were submitted," MediaWeek reported.

"The revenue from this lucrative contract will go straight back into funding improvements to public transport in the capital, including the upgrade of the Tube. It will also fund carbon-cutting projects such as making our stations more energy efficient and will further encourage newspaper recycling with more recycling bins at key stations," said Richard Parry, interim managing director of London Underground, MediaGuardian reported.


Erina Lin


2010-03-05 20:57

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