Metro Holland doubles circulation for one day
Today there will be one million Metro’s distributed in the Netherlands, almost twice as much as the 540,000 that are distributed on an average weekday.
The special distribution is organized in cooperation with Holland Casino, the sponsor of todays issue.
Main target for the extra distribution are shopping areas. As the shopping season is approaching its peak these weeks (the Dutch version of Santa Claus, Sinterklaas, is on December 5th), Metro expects many people doing extra shopping these days.
In the highly competitive Dutch market (four titles, total circulation two million) Metro claims that it has not yielded to advertisers’ demands for discounts on advertising rates. According to the director of the commercial department Marcel den Hoed, being the market leader in both distribution and readership in free dailies (and the second in total after paid daily De Telegraaf) Metro can even rise advertising prices: “we have increased the price per page somewhat, but because we also increased circulation, the price per 1000 readers is going down for advertisers, which makes it a good deal for both of us.”