City AM's online study suggests that free London newspapers appeal to those who would not usually buy a newspaper, a theory that has inspired the recent free-sheet battle between Associated Newspapers with London Lite and News International with thelondonpaper. Both hope to tap into a young audience that has lost interest in the paid-for press.
The results come out as the free London business daily celebrates its first birthday this week, with the paper having just reached a record circulation figure of 90,000, building on an ABC figure of 87,993 in July.
In City AM's online panel of 829 people, developed to gain insight into its readers' wealth, purchasing and lifestyle habits, 51% said they did not read daily quality papers or the Standard.
The survey also revealed that the average salary of a City AM reader is now 拢76,600, an increase of 18% from data released by City AM six months ago.
City AM sees market growth
Half of City AM's readers do not read a daily quality paper or the Evening Standard, the publisher claimed today, a day after the launch of News International's freesheet, thelondonpaper.
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