IfraExpo: Secrets to reaching millennials through print

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UK morning freesheet Metro is the point of entry for millennials with 44 per cent of its readership reporting that they enjoyed reading newspapers most days.

And says Metro editor Ted Young, "other newspapers envy us our 18- 35 readers".

The tabloid newspaper is distributed at 3200 locations across the UK every weekday morning between 5.30 and 9.00 am, including on 21,000 buses across the country, the only newspaper distributed via buses as well as rail and underground stations.

"We are the must-have for many young commuting workers and students," Young said. "Truth is the new currency and we are trusted, and there is lots of news 'white noise' out there.

"Metro is very mobile, easy to read, we provide a screenbreak, you can write on us, tear pieces out and we won't break if you sit on us - what's not to like?"

Young says Metro sees itself as a "one nation, broad church" publisher and analytics show that readers spend on average 32 minutes a day on the digital edition.

Heartbeat of Metro is the Metrotalk section - interactive and very popular with millennials.

The newspaper is the tangible first taste of history, he said, showing a collection of front pages covering major events in the UK and globally.

"Our millennials tell us that they are harsh critics of advertising, hating the hard sell of pop-ups and pre-roll ads on digital, but they do like brands. They don't mind the new instant ads located in breaking news stories - and the advertising agencies love them."

Young says that profits are up by 3.5 per cent this FY and display revenue by 5.6 per cent year-on-year.

"We are a smart newspaper in a world of smart phones so let's make them both work.

We see our newspaper as a portal and hope millennials will later spend money on obtaining news," says Young (pictured).

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