New Evening Standard unveils marketing push

The London Evening Standard begins its new financial year on Monday with a major investment in the distribution and marketing of the paper.

Since the launch of two free evening newspapers in London a year ago, the Evening Standard has lost up to 30 per cent of its paid-for sales year on year. Its headline ABC figure for August was 277,555.

Monday sees the full roll-out of the Eros card cashless payment system across London. In addition, Standard vendors are to have new uniforms and kiosks – many of which will be fitted with digital display screens.

All kiosks will have the Eros payment system – which works in the same way as the Transport for London Oyster card.

A new advertising campaign also launches, inviting Londoners to “know what London’s thinking” by reading the Evening Standard. The campaign will be run on digital screens at tube and rail stations and on the screens of vendors.

Press Gazette understands that a reported figure of £8m to be spent on the Standard’s marketing push is correct, but it is spread out over the whole financial year.

Last week, the Standard launched its own website, Standard.co.uk – which will have an emphasis on hosting debates around issues facing London, rather than breaking news.

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