Media choice: Metro Plus

Associated Newspapers seems to have another winner with its Metro spin-off for young women, Metro Plus, a free magazine for the hard-working and equally hard-partying PA and secretary.

Out every Monday and given away free to those working within London's Circle Line, Metro Plus will need none of the hardcore advertising support so many other new publications require to break into the market and remain there. It can be supported by lots of recruitment ads, while its distribution network is so extensive and targeted that its mere presence has already caused a stir and, in all probability, sent shock waves through its competitors, principally Ms London and Girl About Town.

Articles are short, pithy and formulaic, with the expected mix of celebrity gossip, fashion and beauty. Metro Plus can be read from start to finish quickly, meaning it may be able to replicate Metro's enormous readership as it is discarded on the tube and picked up by commuters too mean or forgetful to bring reading material with them.

It has established rivals, but Metro Plus will excel because of a strong editorial base, brand potency and power of its promotions department, which is already delivering offers and competitions in excess of the title's projected clout. Its success is almost guaranteed, and its duplication in other cities likely.

- Publisher: Associated Newspapers.

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