The London Evening Standard Goes Gratis After 182 Years
Jessica Marcel — October 3, 2009 — Marketing
References: thisislondon & google
The London Evening Standard, which changed ownership last year and has been busy with a new business plan, will now be offered for free.
The paper has made recent attempts to gain a greater readership, and the London Evening Standard has been dabbling with providing the content for free.
Starting October 12th, the London Evening Standard experiment will be the next indicator of the future of printed news.
Implications - Since many people just log onto the Internet for their news, papers are starting to lose quite a few of their readers. After 182 years, the London Evening Standard is feeling the pressure of modern technology. Hopefully providing their paper for free will interest previous paper readers.
The paper has made recent attempts to gain a greater readership, and the London Evening Standard has been dabbling with providing the content for free.
Starting October 12th, the London Evening Standard experiment will be the next indicator of the future of printed news.
Implications - Since many people just log onto the Internet for their news, papers are starting to lose quite a few of their readers. After 182 years, the London Evening Standard is feeling the pressure of modern technology. Hopefully providing their paper for free will interest previous paper readers.
Trend Themes
1. Free Newspaper Distribution - The London Evening Standard's decision to offer their newspaper for free highlights the trend of newspapers experimenting with alternative business models.
2. Decline of Print News - The London Evening Standard's move to provide free content reflects the ongoing trend of traditional newspapers losing readership to online platforms.
3. Digital Disruption in News Industry - The London Evening Standard's shift to free circulation exemplifies the disruptive innovation potential of digital platforms in the news industry.
Industry Implications
1. Newspaper Publishing - The newspaper publishing industry is facing the challenge of declining readership, prompting innovative strategies like free distribution.
2. Digital Media - The digital media industry is benefitting from the decline of traditional newspapers as more readers turn to online news sources.
3. Advertising - The advertising industry can explore new opportunities with the rise of free newspaper distribution, reaching a wider audience for targeted advertising.
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