The new edition in Lille follows the launch two weeks ago of the 30th edition of Metro in the French city of Toulouse and further consolidates Metro’s position as the second largest national newspaper in France. 500,000 copies of Metro are now distributed each morning in France’s 5 largest cities – Paris, Marseille, Lyon, Toulouse and Lille, which have a combined population of 14 million. The French advertising market is the third largest in Europe and is estimated to have generated net newspaper advertising spend of US$ 1.4 billion in 2003. Metro France will now attract over 1.6 million daily readers.
The new edition was distributed by hand and from racks at strategic locations in the Lille city center and suburbs this morning and has a target circulation of 30,000 daily copies. The distribution covers a population of 1 million inhabitants, of which more than 60% are under 40 years of age.
“The new launch increases our national penetration in one of Europe’s largest advertising markets and builds on the recent introduction of a new Metro edition in Toulouse. Metro is now present in the five largest cities in France and we are therefore able to provide local, regional and national advertising solutions for our clients. Lille is a major commercial center and this year’s European City of Culture and is therefore an important addition to Metro France’s operations,” said Pelle Tornberg, President and CEO.
Leading French television broadcaster Television Francaise 1 S.A. recently acquired a 34.3% holding in Metro’s French operations.