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Abstract

The Modern Times Group (MTG), part of the Kinnevik Group, launched the morning Metro, a free newspaper, in 1995. While the idea of giving away free newspapers was not a new one, the idea of using an urban transit system for distribution was. And what an idea it was - to publish a free newspaper carrying only ''headline'' local, regional and international news in a standardised accessible format that commuters could read during a typical journey of about twenty minutes. The case focuses on the strategies incorporated by MTG to expand the company and the turbulence faced in coping with competitive rivalry.
Location:
Industry:
Other setting(s):
2000-2002

About

Abstract

The Modern Times Group (MTG), part of the Kinnevik Group, launched the morning Metro, a free newspaper, in 1995. While the idea of giving away free newspapers was not a new one, the idea of using an urban transit system for distribution was. And what an idea it was - to publish a free newspaper carrying only ''headline'' local, regional and international news in a standardised accessible format that commuters could read during a typical journey of about twenty minutes. The case focuses on the strategies incorporated by MTG to expand the company and the turbulence faced in coping with competitive rivalry.

Settings

Location:
Industry:
Other setting(s):
2000-2002

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