报纸业的新一轮出击
ues on how to combat the declining interest of young readers.
Associated Newspapers' London Metro is the most mature of the new-style publications. It started in 1999 as a defence against a rumoured start-up by the Swedish Modern Times Group of a clone of its Stockholm commuter give-away, also called Metro.
Associated, publisher of the Daily Mail, got in first, and now distributes 825,000 copies of Metro through the transport systems of London, Manchester, Birmingham, Newcastle, Glasgow and Edinburgh. It connects with a market of young city office workers – 77 per cent under age 44, and 81 per cent in work – who advertisers traditionally find very hard to reach. It is now profitable.
报纸业的新一轮出击(第4页)
In Melbourne, News Limited's Herald and Weekly Times publishes MX, a snappy, highly coloured tabloid which distributes 90,000 free copies each afternoon. MX saw off a morning competitor, the Fairfax Melbourne Express, in its first year, and has hit the spot in its young, affluent target market, with 68 per cent of its readers aged under 34, and more than half in full-time work. MX celebrated its second anniversary last week, still in loss, but profitability is said to be in sight.
And in Chicago, as the local market leader, the Chicago Tribune, readied an offshoot called Red Eye last October, its competitor, the Chicago Sun-Times, matched it with its own for-youth-by-youth title, Red Streak. Today they're still slugging it out, but are backing off the youth-only tag. In Chicago, it seems any readers will now do.
The Herald Sun's editor-in-chief, Peter Blunden, says MX is not a clone of its overseas counterparts, but more "an opportunity to fill a gap in the market" and experiment with a publication designed to strike a chord with younger readers.
He defines MX as a paper that doesn't take itself too seriously, shies away from gloom and doom in favour of bite-size stories that promote a smile or a chuckle, does not pretend 《报纸业的新一轮出击(第4页)》
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Associated Newspapers' London Metro is the most mature of the new-style publications. It started in 1999 as a defence against a rumoured start-up by the Swedish Modern Times Group of a clone of its Stockholm commuter give-away, also called Metro.
Associated, publisher of the Daily Mail, got in first, and now distributes 825,000 copies of Metro through the transport systems of London, Manchester, Birmingham, Newcastle, Glasgow and Edinburgh. It connects with a market of young city office workers – 77 per cent under age 44, and 81 per cent in work – who advertisers traditionally find very hard to reach. It is now profitable.
报纸业的新一轮出击(第4页)
In Melbourne, News Limited's Herald and Weekly Times publishes MX, a snappy, highly coloured tabloid which distributes 90,000 free copies each afternoon. MX saw off a morning competitor, the Fairfax Melbourne Express, in its first year, and has hit the spot in its young, affluent target market, with 68 per cent of its readers aged under 34, and more than half in full-time work. MX celebrated its second anniversary last week, still in loss, but profitability is said to be in sight.
And in Chicago, as the local market leader, the Chicago Tribune, readied an offshoot called Red Eye last October, its competitor, the Chicago Sun-Times, matched it with its own for-youth-by-youth title, Red Streak. Today they're still slugging it out, but are backing off the youth-only tag. In Chicago, it seems any readers will now do.
The Herald Sun's editor-in-chief, Peter Blunden, says MX is not a clone of its overseas counterparts, but more "an opportunity to fill a gap in the market" and experiment with a publication designed to strike a chord with younger readers.
He defines MX as a paper that doesn't take itself too seriously, shies away from gloom and doom in favour of bite-size stories that promote a smile or a chuckle, does not pretend 《报纸业的新一轮出击(第4页)》
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