Monday, June 21, 2010
Proof that free can still work, but not for everyone
http://www.guardian.co.uk/media/greenslade/2010/jun/21/london-evening-standard-freesheets
Yes, here’s a brave paid-to-free transition which has worked despite the advertising recession.
Why? Well, the Standard is fortunate enough to have a very advertiser-friendly audience to go for — much more ABC1 and affluent than a typical one anywhere else in Britain — plus a well-deserved reputation for quality content with plenty of exclusives and a well-thought-of brand.
So it won’t work for everyone.
Labels: newspapers free Evening Standard
