Metro Sweden’s urban focus

From August on, the national (’Riks’) edition of Metro Sweden will no longer be available in 13 cities in the North and South-East of Sweden. Circulation of the editions in Stockholm, Gothenburg and Malmö will increase.

Metro wants to reach 40% of the population in those three areas, something that seems possible after the competition is much less than a year ago. Competitor (Schibsted) stopped altogether while City (Bonnier) is only available in Malmö as a daily – in Stockholm and Gothenburg it is published 3 times a week.

Also circulation of the Riks edition in Borås, Halmstad, Norrköping, Västerås, Eskilstuna, Jönköping, Trollhättan, Örebro, Falun, Karlstad, Uppsala, Gävle, Linköping and Varberg will be increased, on average with more than 20%. Metro will be printed in 4 instead of 7 places from that time on.

Metro Sweden’s director Andreas Ohlson told Resumé that the ‘urban focus’ switch was not meant as a cost cutting operation although the ending of distribution in the 13 cities “released resources” for the move.

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