From 29 October, Life will be split into two focal sections helping busy, on the move urbanites better navigate the increased wealth of content on offer and help them discover new sections relevant to them.
The newly titled Life & Style will run Monday to Thursday, focusing on fashion, health, interiors, beauty, food, travel and going out; whilst Fridays will be dedicated solely to Ents & Tech, giving readers the latest need to know news around gadgets, cars, films, gaming, movies, fashion and music.
The re-vamp follows audience research conducted by Metro which revealed top interests among readers were gadgets, music and fashion.
The re-cut content, which looks to drive further audience engagement, will educate consumers around the Life & Style and Ents & Tech propositions, building clarity around segments and what consumers can expect. Metro plans to launch both offerings across all digital platforms in the near future.
This move is being supported with a strong focus on branded content. Metro’s editorial features team will work closely with advertisers to co-create targeted content that readers will want to share – be it via word of mouth or via social media – and that builds a narrative between brands and Metro’s “young, aspirational and affluent audience”.
Linda Grant (pictured), Managing Director at Metro, said: “Metro gives urbanites relevant, entertaining and influential lifestyle and entertainment content that speaks their language, across whatever platform they want, whenever they want.”
“Our targeted, stand out content and clear understanding of our consumers means that our advertisers enjoy optimum opportunities to speak to a highly engaged audience. A focus on branded content within Life & Style and Ents & Tech serves to further develop this. With our editorial team sharing their expertise and helping brands to shape content that directly appeals to our readers and their interests, advertisers will now become a natural, integrated part of urbanites every day conversations,” Grant concluded.
Kylie Martin, Metro’s Features Editor, added: “Our readers’ lead increasingly hectic lives which means downtime is precious to them. Our content re-cut is exciting as it will entice new readers and loyal fans alike; helping them to easily navigate our clearly focused features pages, discover new sections they love and keep them in the know as we help them get more from the city.”
