Reaching a young, urban,

time-starved audience
every weekday morning
 ➔
The Metro M oment
The least interrupted and most receptive time of day. Scottish Metro
readers have all day to act on the message… 75% of Urbanites start
reading the Metro before 9am, hitting them before they start their
day ahead (before they surf the internet at work, before they shop
on their lunch break and before they plan their evening ahead)

Ho wever, Metro is not just a one hit w onder…

56% of readers who pick up a Metro on their morning
commute return to their copy at another time during the day.
Extending into their day… after the initial Metro M oment.

• Scotland’s only urban newspaper launched in 1999

• Free, every weekday morning across Central Scotland
• Often the first media hit of the day in Scotland!
• 76% of Metro readers have read their copy by 9.00 in the morning
• Read by 309,000 Scots every weekday morning
• Concise sound bite format with informative national stories
wrapped around local information
• Perfect mix of news and features for
information hungry morning commuters
• Designed to be read in 20mins,
Metro is the perfect place to get ads noticed

Source: Urban Life Wave 20 2005/ TGI Jan - Dec 07

TO FIND OUT MORE ABOUT ADVERTISING

OPPORTUNITIES CALL THE METRO TEAM ON
0131 624 2255
Metro Audience
& Profile
Metro: Demographic Profile in Scotland

Attracting Urbanites… 59% 59%

61%

adults aged between 18-44

and working full time. 41%
37%
41% 41%

Generating a response…
Metro can effectively reach 19% 22%

your target market… 13%

9%
and provides an excellent platform
for the attentions of young,

ALL W ORKERS
M ALE

FEM ALE

C2DE

FULL TIME
15-24

25-34

35-44

45-54

ABC1
55 +
affluent and professional readers.
Reaching…

• 212,000 young adults aged 15-44 in the central belt.

• 190,000 adults w ho w ork full/part time.
• 59% of Metro readers are ABC1 adults, 181,000 ABC1’s in Central Scotland.
• 27,000 Scottish Students*

Source: TGI Jan - Dec 07 *Lo w sample sizes present

Metro… the commuters’ favourite

➔

TO FIND OUT MORE ABOUT ADVERTISING

OPPORTUNITIES CALL THE METRO TEAM ON
0131 624 2255
 ➔
Distribution
• 128,386 copies of Metro are distributed every weekday morning
• Metro targets central Scotland, home to over
three quarters of the Scottish population
• Distribution is mainly achieved via bus and rail net w orks

309,000 readers every weekday morning!

Dundee •
• Perth

Kirkcaldy •
Stirling • • Dunfermline
• Kincardine
Cumbernauld • • Edinburgh
• Falkirk
• Livingston
• Glasgow
Motherwell •
• Kilmarnock
• Ayr

Metro Distribution follows three easy steps…

• Step 1 At exactly the right time (6.30am – 9.00am)
• Step 2 Get Metro to the right place
• Step 3 To reach the right people

Metro is strategically placed in hot spots across the t w o cities this includes...

• Pret a manger, NCP Car Parks, Costa Coffee,

Airports and Metro dispensers in all main line train and bus stations

Source: ABC bulk distribution Apr 08, TGI Jan - Dec 07

TO FIND OUT MORE ABOUT ADVERTISING

OPPORTUNITIES CALL THE METRO TEAM ON
0131 624 2255
Retail

➔
• 43% Metro readers are tempted
to buy products they’ve seen advertised
• 76% of Metro readers agree
"It’s worth paying extra for quality goods"
• 56% of Metro readers like to read
up to date articles on current fashion trends

Entertainment / Food / Eating Out

• 71,000 Metro readers go to night clubs
• 71% of Metro readers enjoy reading entertainment guides
• 48% of Metro readers like to read about health, beauty, fitness & leisure in newspapers
• 243,000 Metro readers visit pubs/bars for a meal or drink
• 55% of Metro readers enjoy splashing out on a restaurant meal
• 67% of Metro readers enjoy eating foreign food
• 179,000 Metro readers like to read about Food/Drink in newspapers

Travel
• 70% of Metro readers enjoyed a holiday in the last 12 months
• 141,000 readers who holidayed last year departed from a Scottish airport
• Almost a quarter of Metro readers went on a city/short break in the last 12 months
• 36% of Metro readers have booked their holiday on the internet
• 134,000 Metro readers like to go somewhere different on holiday everytime

Property
• 64% of Metro readers are homeowners
• A third of Metro readers rent their home
• 54,000 Metro readers have recently moved home or expect to
purchase a house/flat in the next year

Motors
• 165,000 Metro readers are motorists
• 64,000 Metro readers bought their car new
• 131,000 Metro readers bought their car from a main dealer or garage

Source:TGI Jan - Dec 07

Mechanical Data
Contact Details
Display Classified
Shona Cessford
0131 624 2247 one 35mm one 31mm
two 73mm two 65mm
Advertising three 112mm three 98mm
Tel 0131 624 2255 four 151mm four 132mm
Fax 0131 624 2262 five 190mm five 166mm
Production 0141 309 3171 six 229mm six 199mm
Copy Enquiries 0141 309 3360 seven 268mm seven 233mm
Technical Enquiries 0141 309 3171 eight 268mm

Onesixty, 160 Dundee Street, Full Page Dimensions 340 x 268mm

Edinburgh EH11 1DG
Copy Enquiries 0141 309 3171
Technical Enquiries 0141 309 3865

Advertising Format
Any queries should be checked on 0141 309 3865

Digital Colour/Mono
Files must be a Hi Res PDF / MacIntosh Quark EPSF / Illustrator Document / Photoshop file.
All fonts must be outlined or encapsulated. NO FONTS shall be accepted. Any format out with
these specifications will not be accepted. Any text reversed out of a full colour background
should be a minimum of 10pt.

How to send us your job

Adfast address: w w w.adfast.co.uk
Email address: advertising @ dailyrecord.co.uk
Please contact your sales person to confirm the file has been received.
All files should be named as follo ws: URNNUMBER_2911me (Date advert will be appearing)

Picture information
Resolution 200dpi CMYK. Quality cannot be guaranteed for anything less than 200dpi.

Technical Data
Any queries should be checked on 0141 309 3865

TO FIND OUT MORE ABOUT ADVERTISING

OPPORTUNITIES CALL THE METRO TEAM ON
0131 624 2255