Metro Travels to the Seaside

24 July 2006

LUXEMBOURG - Free newspaper publisher Metro International is rolling out special summer editions of its dailies in coastal areas of France, Spain, Italy and Greece.

The papers are designed to attract advertisers by offering an opportunity to target 18 to 45-year-old consumers during the summer months.

According to Metro's head of global sales, Alistair Ballantyne, the move reflects the changing media consumption habits of readers in these markets over the summer. The company stops publication of its daily editions in some urban centres during the vacation season.