Comparing Metro and the Evening Standard

Rebecca Newman

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 Standard is regarded as the 'Voice of London'. It is distributed every day of the working week and as the name suggests it is distributed in the evening, but it wasn't until October 2009 that it became a free newspaper. It provides capital news, business news, entertainment, sport, politics, and it's also renowned for its arts coverage. It is predominantly read by an upmarket audience who work in professional occupations and is currently read by 1.4 million adults and is available digitally.