News archive
Stitching gives Metro a Magazine feel
2007.10.03
The stitched publication has been the answer to many questions. It allows readers an easy pick up from the point of distribution, a product that stays intact during the busy rush hour, provides readers with a publication that has a magazine feel to it, and provides a product that does not raise environmental issues with regard to its disposal.
Metro was launched in London in March 1999 as a free, colour news- paper for morning commuters. As part of the requirement of the publication it needed to be suited to the users of the London Underground and overground train systems. Key factors in creating the ideal solution included how the keep the publication in one piece both for ease of distribution and ease of reading in an awkward environment. Tolerans stitching equipment provided the answer.
With a London circulation of over 540,000, the publishers of the newspaper target morning commuters using public transport. Distribution in the capital is focused between the hours of 6.30am and 9.30am every weekday From the very beginning the product has always been stitched to provide readers with a one piece publication. “Stitching the product means that it is easy for the customer to handle. Metro is typically read while the reader is in transit – be that bus, tram, car, taxi or tube. Even in tabloid format, a stitched product is significantly easier to handle in that environment, with all of the pages being kept together,” said Henrietta MacEwen, Public Relations Executive at Metro. “It makes for a better looking product,” she adds. “Our aim is to give the morning newspaper more of a magazine feel.”
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