'NYT' and Metro Ink Unusual Classified Deal

By: E&P Staff In an unusual alliance between a traditional paid newspaper and a newer free daily, The New York Times and Metro International S.A. have agreed to distribute classified advertising from the Times in Metro's New York edition, the companies announced in a statement today.

The joint statement said the new agreement will offer advertisers "extraordinary penetration of the New York market."

"With this agreement, our classified advertisers will be able to reach an even larger, engaged audience, with the ease and convenience of one-stop shopping," Denise Warren, chief advertising officer for The New York Times Media Group, said in a statement. "The arrangement allows us to offer a compelling vehicle for additional distribution, deeper market penetration, higher response rates and better results at an attractive price."

Daniel Magnus, managing director and publisher of Metro New York, agreed. "We are delighted to have signed this agreement with The New York Times, one of the most influential and well-respected media brands in the world and we look forward to growing our revenues from the classified segment as a result of it," he stated.

The announcement said the two publications have a "combined unique weekday readership in the New York area of more than 2.2 million," citing Scarborough Research. "The Times and Metro will share the revenues generated through this agreement, which covers classified advertising in the recruitment, real estate, automotive and general merchandise categories. Classified advertising on New York Times branded pages is expected to appear in Metro New York beginning in late summer."

The joint release also stated that "since its launch in 2004, Metro New York delivers the youngest audience of all the dailies in New York with an average age of 36 years and an average household income of more than $87,000."

The agreement is not the first time the two news organizations have come together in business. The New York Times Company also owns 49% of Metro Boston LLC, which operates the Metro Boston edition.