Swedish media group Metro International, publisher of free daily newspapers in 27 cities, including Boston, Philadelphia and Santiago de Chile, launched a new, free daily, circulation 30,000, in the Spanish city of La Coruña. Metro already publishes free dailies in Madrid, Barcelona, Zaragoza and Sevilla. According to the auditing company Estudio General de Medios (EGM), Metro Directo's combined circulation in all four cities is 1,191,000, making it the fourth most read daily newspaper in Spain. According to Carlos Oliva-Vélez, general director of Metro International for Southern Europe and Latin America, Metro expects to take over the first position. Their objective is to reach 2 million readers by the end of next year. The Swedish group will launch Metro Directo editions in another eight Spanish cities, including Bilbao and Málaga.
Newspaper publishers are trying to get younger readers into the habit of daily news consumption. Most of Spain's new free publications target women and young people - sectors of the population that do not buy the newspaper on a regular basis.
The free dailies are short - rarely over 30 pages - and offer a general overview of the news that is easily consumed in 15 to 20 minutes.
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