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.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer