In this entry, I’ll share one example of a newspaper that’s changing the business in Europe, and next time I’ll provide information on a new magazine from Time, Inc.

Maverick Metro
Nine years ago, an upstart company started giving away a new kind of newspaper in a subway in Stockholm. Called Metro, the paper’s contents, which include local and international news, were designed to be scanned, cover to cover, in just over 15 minutes. Today, the concept of a free newspaper that is easy to digest has proven so successful that Metro has 38 editions (mostly in Europe, although it is also available in New York City) published in 15 languages in 16 countries.

The most exciting attribute for advertisers is the demographics: While newspaper readers are mostly older and mostly male, two-thirds of Metro readers are under 45 and half are women.

Metro has proven so successful, in fact, that even established media companies are trying to imitate it: the French newspaper, Figaro, has announced it will launch a free paper, and Spanish and German companies are introducing their own tabloids.

What can we learn from Metro?

• Print as “fast food” appeals to younger readers. It’s quick, it’s disposable, and it doesn’t require a big commitment. (In some countries, readers can even pick up Metro in McDonald’s outlets.)
  
• Distribution can contribute to print’s success. Metro is available where people gather to relax—in 800 cafes in Italy, for example, and at 19 college campuses in Paris.
  
• A casual, “unfinished” look and feel is more approachable. Metro is the opposite of a “newspaper of record.” It’s fresh, it’s fun, and best of all, it’s free.

Have you pushed the boundaries in your print publication? I’d love to hear about it.