London Evening Standard owner plots circulation increase to 900,000 copies

Evgeny Lebedev understood to be planning to extend distribution in 2014 to capitalise on launch of London Live TV

Evgeny Lebedev is understood to be plotting to increase daily distribution of the London Evening Standard from 700,000 to 900,000 copies next year, in an attempt to capitalise on the launch of its television channel, London Live TV.

London Live TV is expected to launch in March next year, one of 19 new local TV stations to launch across the country. The channel will serve around 4m households across the capital.

However, some of these households are in areas, such as Ealing and Watford, which are currently under served by Evening Standard distribution.

Now Lebedev is understood to be planning to begin distributing the title in these areas as well as upping the number of copies available in other London districts, though exact details have yet to be finalised.

According to the latest Audit Bureau of Circulations figures, the London Evening Standard reported a distribution of 702,458 in May this year.

The Evening Standard radically upped its distribution after it switched from paid-for to free in 2009, initially increasing from 250,000 to 600,000 copies a day. It then further upped its distribution from the 600,00 mark to 700,000 copies in October 2010.

The Evening Standard is run by Evgeny after being bought by his father Alexander Lebedev in January 2009 from Daily Mail & General Trust (DMGT), which retained a minority 24.9% stake.

The Evening Standard declined to comment.

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Contributor

John Reynolds

The GuardianTramp

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