In cities all around the UK commuters find free newspapers in acrylic stands at the entrance and exits of stations, and sometimes even thrust into their hands by someone standing at the door.
It used to be that the quality of the free newspaper found in acrylic stands was poor, but these days, the stories are well-targeted to a young and upwardly mobile audience, with topics that cover going out, food and fashion.
Newspaper displays are perfect for these free papers because they allow commuters to take the papers at their leisure, and publishers don’t need to pay anyone to hand them out. However, newspaper displays can only be relied upon once the free paper has built up a following.
Free papers such as the ones published in London are perfect examples of publications that can be stored in newspaper displays, because they have built up a huge cult following. The Metro, with an eclectic mix of celebrity news, quirky tales from around the world, fashion, media and lifestyle, is so well-targeted to its audience that the acrylic stands they are displayed in become empty very quickly.
Consider most commuter journeys into and around the capital. Crushed up closer to strangers than we would like, with an intimacy that can only be survived with distraction in the form of music or something to read, the appeal of something topical and entertaining – which is free – is simply irresistible.
Advertisers know this, and it is the success which comes of having access to a captive market though the free papers which keeps this area of print journalism a healthy one.
Tags: Acrylic Stands, newspaper displays, Newspaper Stands, Point of Sale