At Metro Herald every day we strive to deliver a valuable Urbanite audience by producing a quality, highly relevant, free newspaper, distributed in the right places at the right time of day, which offers brands a twenty minute window to engage commuters, through innovative advertising solutions.

We follow a simple but highly effective formula that has seen free newspapers become a media growth phenomenon of this century.

 

 

Metro Herald offers concise, fact-based local, national and international news stories, lifestyle features, daily entertainment guides, celebrity gossip and sports updates. It’s a 20-minute read, designed to be read as people make their morning commute, offering them an informative, entertaining and useful start to the day.

Here’s how Metro Herald readers feel about the product:

  • 72% agree Metro Herald gets them off to a good start
  • 71% agree Metro Herald is an essential part of their morning routine
  • 70% agree they love Metro Herald
  • 47% said Metro Herald is the only newspaper they read during the week

*Source: Urban Life, Aug 2010

 

We have refined the distribution of Metro Herald to reach as many urbanites as possible at their point of departure during their morning commute. This means that they pick up the product at the beginning of their journey and hence have the time to consume Metro Herald.

We distribute 70% of our copies into the public transport network around the Greater Dublin Area, as a train or Luas carriage provides an environment which allows focussed product engagement.

Distribution is now optimised and performing consistently:

  • Our average ‘sell-out’ time is 9.21am
  • Very low returns (average approx 1%-2%)
  • This means very little waste for your advertising, making it both effective and efficient

Metro Herald’s entire distribution takes place between 7.00am and 9.30am, Monday to Friday, as the commute to work is one of an urbanite’s only regular daily routines.

The morning commute provides a window for concentrated media consumption and Metro Herald is one of their first media hits of the day. Research has shown that people are more alert, receptive and information hungry in the morning.

Metro Herald calls its target audience ‘Urbanites’. These are people who are 18-44 years old, full-time working and living in the Greater Dublin area.

  • 62% of Metro Herald readers are 18-44 years old and full-time working
  • 55% are ABC1

Urbanites make regular, well above average trips to bars, restaurants and the cinema. Research shows this group has a much larger proportion of ‘early adopters’ within it, making them leaders in fashion, technology, travel and entertainment trends.

Urbanites choose to fit their media around their busy daily routines. Media is available ‘On Demand’ for them – they choose what, when and where they consume it. This makes urbanites difficult to reach through traditional media channels, yet highly prized by advertisers.

To see a full profile breakdown of Metro Herald’s readers go to our Audience section.