The Evening Standard is trying to reinvent itself after its sale to Alexander Lebedev. The most obvious change is to the masthead with the insertion of the word 'London'. It has pledged to be more politically balanced and better reflect the city.
- What's in it for readers?
As a regional paper covering the whole of London, the Evening Standard is in competition not only with individual boroughs, but the free and national press. ES Magazine is struggling to find its audience. Its content is a mix of fashion gossip and longer articles. The first issue also featured pieces on Silvio Berlusconi and London cabbies.
- What's in it for advertisers?
The paper's circulation has been falling; April figures were down 6.4% year on year. Its circulation sits at 263,312, compared with thelondonpaper's 500,759. The relaunch has attracted a lot of attention via a £4.5m campaign. It's likely the paper will post a spike in circulation for May. However, it may not be sustainable.