Richard Desmond, the newspaper tycoon whose publishing credentials also include ‘adult’ titles like Asian Babes, Readers’ Wives and Big Ones, has reportedly been studying the form of a well-endowed Swedish model.

Specifically, the business model used with spectacular success in Europe by Swedish publisher Metro International, whose freesheet newspaper formula has swept seventeen cities across the continent.

Desmond, who also runs Express Newspapers, is eager to prove he can crack the London freesheet market, at present dominated by the Daily Mail & General Trust’s morning daily, launched in 1999 as a spoiling tactic to spike similar moves by News Corporation and Metro International.

According to UK trade magazine Media Week, Desmond has been closeted in cosy chats with the Swedish company to explore the possibility of working together on a London edition. Desmond has already announced sketchy plans for a go-it-alone venture – but this is thought to have stalled in recent weeks.

Data sourced from: Media Week (UK); additional content by WARC staff