Metro is a free daily newspaper, designed for commuters in major urban areas of the UK.
They make money from their advertising and consequently needed to show potential clients why it’s a good idea to advertise in their title.
We conducted research in all of the various British conurbations and delivered a report that defined and explained the peculiar qualities of Urban Living.
We found ‘Urbanites’ to be more proactive in their life choices, less willing to compromise, more ambitious, more materialistic and more likely to feel the place they live had a big influence on their success.
They are less willing to settle for second best, see life as a competition, are on the lookout for ways to improve their position in life and, consequently are more avid consumers of media that may help them succeed.
Metro represent a valuable source of information for these time-poor individuals and as such is a powerful platform for advertisers looking to reach this highly specific and sought-after audience. Our input helped to both define the paper and act as a sales tool for attracting potential advertisers.
