Tuesday, January 16, 2007

High end freebie

Richard Addis, the former Daily Express editor, is launching a free daily newspaper targeting big earners.

According to Media Week, Addis, who was more recently FT Weekend editor, is launching a free daily newspaper at the end of March, targeting high-worth Londoners with arts, leisure and current affairs content.

It sounds like an interesting idea, not so sure about the name: Newsstand? Maybe it’s a grower.

If you were thinking that the Tube and buses were already overrun with copies of City AM, thelondonpaper and London Lite flying around then don’t worry, Addis has given this some thought and has come up with a new distribution idea. Newsstand is going to be delivered every weekday morning to 30,000 homes with upmarket London postcodes.

So if you don't live in SW1 or thereabouts, I wouldn't worry about it because you're probably not going to see it.

In keeping with its compact circulation, editorially the paper is going to be filled with a little commissioned material, including some comment, but will mostly comprise third-party deals for much of its content.

Some of which Addis says will come from websites that have no print arm. Addis sees it providing a new outlet and distribution for these sites. It’s a nice idea.

He's also planning further launches, including some more specialist publications such as a magazine targeting London's large Polish community. Maybe combining it with those upmarket Londoners looking for builders.

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