Targeted Free Copies Strategy

The Standard’s core target audience consists of Influentials. Successful, cosmopolitan, wealthy, and educated professionals. As such any bulk, or premium placed copy, strategy needs to target a similar type of audience to be complementary to our normal single copy sales profile. As such our decision was to target wealthy individuals who travel first or business class on both trains and planes.

Where Do We Place Our Targeted Free Copies?

120,000 targeted free copies are distributed at:

• 4/5 star hotels: 1,900
• 1st class rail carriages: 11,250
• Air Travel: 1st/business class/lounges/gate service: 99,000

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Our research shows that our targeted free copy strategy is attracting exactly the right sort of readers:

• Young, wealthy influentials
• Business decision makers who hold a substantial budget
• Wealthy executives and Urban Prosperity acorn groups

The Evening Standard fulfils a number of important roles:

• An update of news
• Round-up of the day’s business developments
• An opportunity to [re]connect with the Capital

For more details, or to view the presentation in its entirety please contact Marius Cloete marius.cloete@standard.co.uk

Source: Business Travel and Targeted Free Copies Research - Hall & Partners 2008