Metro used to be a free area-specific paper from Mid Day stable. Effective from today, Metro goes paid. Interestingly, on the other side, free sampling of the paper continues. Purpose here is to convert the people who have already been sampling the paper into buyers, and to carry on free sampling in the virgin areas to get more people into the paper’s fold. Priced at Re 1, Metro is a weekly.
As to why did the paper decide to go paid, states Deepak Kumar, Publisher, Metro, “In little over two years of its existence, Metro has been able to create a niche and a demand for itself in the community that it serves. Metro would now be available on the stands freely, and it should have a positive impact on the paper. We have moved to the paid system to improve the availability and to reach out to more readers in the community.”
Kumar does not believe that there would be a drop in circulation due to the paper going paid. Says he, “Our constant endeavour is to improve the quality of the paper and raise local issues. People are keenly interested in knowing what is happening in their neighbourhood. Besides Re 1-a-week is not so much money that it would become a constraint for Metro readers. We would also continue with our sampling drive.”
Metro is locality-centric and at present has editions in Ghatkopar, Bandra, Lokahndwala/Versova, Malad, Borivili, Chembur, Mulund, Thane and Vashi. Plan is to continue printing 20000 copies for each area, as is being done now. Until such time, it will continue with its free sampling in select areas.