Comparing Metro and the Evening Standard

This article compares two free newspapers in the UK - the 'Metro' and the 'Evening Standard - and identifies their personalities, as perceived by consumers.

Comparing Metro and the Evening Standard

Rebecca NewmanMEC

Using the MediaZ brand health study, MEC has examined the personality traits of two free newspapers as perceived by readers

Newspapers have been the traditional way of keeping up-to-date with current events. However circulation has been in decline as the consumption of news via digital channels such as websites, mobile phones, tablets and apps took hold. Although, circulation figures are dwindling, there are two free publications that are still popular; the Evening Standard and the Metro.

The Evening Standardis regarded as the 'Voice of London'. It...

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