NEWSPAPER ABCs: Sex, style and fashion helps Standard rise to the occasion

LONDON - Alexander Lebedev's London Evening Standard has posted an "average net circulation" of 610,226 for February, the highest known distribution in the newspaper's 180 year history.

London Evening Standard: posts average net circulation
London Evening Standard: posts average net circulation

The landmark figure builds on January's distribution of 601,960 and follows the title moving to a free model on 12 October 2009.

Since then the London title's distribution has climbed steadily from 256,229 paid copies in September to 427,310 free copies in October, 596,100 in November, before passing 600,000 in December.

Daily analysis of the London Evening Standard's distribution highlights that Tuesday, when the paper focuses on "fashion, style and sex" is consistently the paper's strongest day of the week, averaging 612,078.

Monday when the paper's middle section focuses on 'Trends', commands an average 610,092, Wednesday's 'Homes & Properties' section and 'Media' focus recorded an average distribution of 611,588. Thursday's 'London Life' helped achieve 610,771 while Friday's commuter exodus and 'Film & Music' section commanded an average 606,602 copies.

During the month, most people received the newspaper from street vendors, with hand to hand distribution circa 424,000, compared to 105,000 for mainline stations and 36,000 for retail outlets.

Meanwhile, WH Smiths stations and airports contributed around 20,000 and 5,000 to total distribution respectively.

The latest National Readership Figures revealed the London newspaper had more than doubled its readership to 1,391,000 after its conversion to free distribution.

Meanwhile, Associated Newspapers' free morning daily newspaper Metro, reported an average daily distribution of 735,492 for London in February.

From next month the until the end of 2017 after successfully extending its original 11-year deal.

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