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Re-thinking competition: Metro franchise for local newspapers

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Re-thinking competition: Metro franchise for local newspapers

Andreas Ohlson, Managing Director at Metro, talked about re-thinking competition and how Metro franchise for local newspapers. Despite of the fact that they currently are Swedens most read newspaper, they still lack some areas of distribution in the country. Throughout the presentation Andreas talked about Local Franchising, Metro Online and Metro plus, which covers the areas about news in traditional and new media. 

Andreas states that “young people tend to dislike paying for newspapers”, which can be a problem because of the fact that they are a major target group companies want/should have a relationship to.

He also mentioned a franchise example that Metro had with Värmlands Folkblad. He talked about the beginning of the relation when Värmlands Folkblad decided to collaborate with Metro, which resulted a win-win situation. Metro would not charge VF until they break even, and at the same time VF is supported by know-how and an already strong brand. Through this new way of franchising  Metro would reach out to reades on the countryside, and the people they earlier couldn't provide with newspapers. 

The reason why Andreas recommends collaboration with Metro is the low risk for failure. The potential is, as Andreas highlighted through the presentation, fantastic because of the combination between local media and an already world wide launched product.

During the presentation Andreas also showed the participants at NLMC Metro Plus, which is their recently newly launched mobile application and makes print come alive. He also mentioned their Metro online strategies, which were Metrojobb.se, AllaStudier.se and also MetroMode.se.

Author

Hannah Fahd

Date

2012-05-31 15:27

Author information


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