The Metro public newspaper, issuing in Russian cities, belongs to the global network of the Swedish media corporation, Metro International newspapers. First Metro newspapers appeared in Moscow and Saint Petersburg in 1997. Nowadays Metro is published in other cities such as Ekaterinburg, Chelyabinsk, Kazan, Novosibirsk, Rostov-na-Donu, Omsk, Ufa, Nizhniy Novgorod, Samara, Toliatti, Tula, and Barnaul. In Moscow and Saint Petersburg, the newspaper is issued every day, in other cities – once a week. The overall circulation in all cities is 1,860 thousand copies; the daily readership constitutes more than 2 million readers. Newspapers are distributed for free on underground stations, in aboveground transport in traffic jams, in hypermarkets, and on the streets.
There are many ways to place advertising in Metro newspapers. They are standard advertising modules beginning from a page and up to 1/60 of a page, advertising on the first page, different creative alternatives of advertising placement on a page, advertising booklets distribution together with the newspaper, and production testers’ fixation on the first or the last page. Advertising in the Metro public newspaper is good for companies that want to attract widest audience to their product.
The way of distribution defines the characteristic features of the readership: any people who walk in the streets, are stuck in a traffic jam, use public transport. It is well-known that 73% of readers are under 55 years and 62% of readers have middle or above middle income. Women are a bit more numerous than men.
Despite of the fact that the Metro is distributed for free, advertising takes only 20% of it, the rest is for editorial matter. That is why readers treat it with interest unlike other advertising booklets. The Metro is colorful and has lots of graphics. News and diverting content prevail. Short articles, interesting facts are shown in a simple and expressive manner; this is what represents Metro newspapers in Russia.
Average Issue Readership
Core audience age
Moscow, Saint-Petersburg etc.