The Johnston Press-owned Yorkshire Evening Post has launched a free weekly newspaper for the growing population of young professionals living in the Leeds city centre.
City Lite carries features and entertainment content from the Evening Post including the previous day’s leisure supplement Scene and will be distributed every Friday afternoon.
The paper is targeted at affluent readers in their 20s and 30s who spend their money on entertainment, travel, sports and fitness.
Evening Post editor Paul Napier said: “City Lite will be a bright, young paper aimed at serving a high-spending, exclusive market.
“We are well aware of the effect that “lite” publications have had in other markets, where paid-for copy sale has been severely eroded by a free title from the same stable, but our City Lite will be going to people who do not, generally, buy the Evening Post every day, and it will be available only to them.
“It’s once a week, rather than daily, and will be going to readers late in the afternoon, well after that day’s Evening Post has been published.
“The number of people living in Leeds city centre and riverside apartments is to increase by many thousands in the next decade. City Lite will put us in a strong position to allow advertisers to communicate with them.
“The team at Yorkshire Post Newspapers is constantly looking for better ways to serve consumers and advertisers in our area, whether this is through our print publications or digitally – a digital editor and a digital community editor will be joining the Evening Post team by the end of next month. These are exciting times for Leeds.”
The first edition of City Lite will be published on 12 January 2007.