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WORLD: MEDIUM OF THE WEEK - Washington Post's Express finds a new audience.
The daily freesheet has an impressive reach in the US city, Pippa Considine says.
The Washington Post commands international respect. Despite being a regional daily, its fame as a serious broadsheet reaches across the globe.
With such a strong brand, it's not surprising that The Washington Post Company is joining the fray in the daily freesheet market.
Its new weekday tabloid, Express, launched this summer and is distributed free at Metro stations throughout the Washington area.
Express is designed to be a quick, 15-to-20-minute read and its full-colour pages carry the usual mix of world and local news, sports, entertainment, career, health and travel stories.
With a number of publishers launching freesheets across the US and with pros such as Metro International sizing up the various US city markets, why did The Washington Post invest?
'Commercially, we think that it will be good business and it will create an additional way for us to reach readers,' Christopher Ma, the publisher of Express, says.
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