Some facts about Metro.

Metro & Urbanites

Metro is the UK’s only urban national newspaper and as such allows advertisers to reach a unique and lucrative audience in the form of Urbanites.

Urbanites are defined as adults aged between 18-44 and working full-time. Around half of Metro readers are Urbanites, this is a higher profile of this key target audience than any other mainstream Monday - Friday national daily newspaper. Metro prides itself on being the youngest national daily in the UK and also one of the youngest in the world.

When it comes to understanding how Urbanites read Metro, research has revealed the following about readership habits:

27 minutes is the average length of time an Urbanite spends with Metro each day
43% spend 30 minutes or more, 12% spend 15 minutes or less a day.
3/4 of Urbanites start reading Metro before 9am each day, with most readership
commencing on a train, tube or bus journey.


Attitundal Factors Uniting Urbanites

Time Poor - Urbanites live and work an accelerated lifestyle giving them short attention spans. Metro's short concise editorial focus is ideal for time starved Ubrnanites.
Culturally Aware - The Urbanite is inquisitive and wants to take advantage of all that is on offer. Metro is used as a tool by Urbanites for cultural access and insight.
Trend Sensitive - Urbanites continually re-invent themselves to stay ahead of the game and will drive new trends. This makes Metro the perfect medium to seed new products and brands.
A Deeper Relationship To Brands - The Urbanite obtains self-identity through brands, they will actively seek out new brand communication. Metro's phenomenal responsivness is driven by the strong relationship the audience have with favourite brands.
City Proud - The media should respect the vibrancy and culture of their city. Urbanites see Metro as a core part of their city regeneration.
Media Literate - Urbanites are discriminating with their media choices, they make appointments to view, appointments to read....The 20 minute 'Metro Moment' is a consistent pulse in their hectic lifestyles.