From time-to-time you will see the headline that no one under 30 reads a newspaper. And while the claim is exaggerated, newspaper readership is indeed aging, and overall circulation is dropping. On the streets of London, Rupert Murdoch’s
thelondonpaper is sparing with Associated Newspapers'
London Lite. Both are offered free newspapers targeting young urban commuters, 18-34 year olds who use the Internet rather than
read subscription-based newsprint. The papers are hand-distributed by an army of a hundred news chaps. Both free papers includes news, entertainment, sports, and classified with an emphasis on “light reading” for the evening commute. These are positioned as “life-style” friendly products for the target audience. Newspapers publishers worldwide are watching to see what happens. While we do not know the specifics,
Marketing Blurb believes this is a promising venue for advertisers targeting this audience and will help newspapers explore alternative distribution. (We like
thelondonpaper.com website, too.) You can read more on your computer screen from
Reuters.
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