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The Evening Standard is attempting to introduce a new trading system, including charging for ads in its Lite product, provoking concern from media agencies.
Up to now, advertisers in the Standard have not had to pay for additional advertising in Lite, but the Standard wants to introduce charging in April.
In recent weeks, the Standard's senior commercial team has taken research around agencies in an attempt to prove that the launch of Lite in December has been a success. The freesheet launched with a 50,000 print run, but Associated News-papers has since increased this to 70,000.
Agency sources suggested that the Standard team is attempting to increase rates on the Standard to take account of Lite's presence. Some have expressed concern that the price increases will overvalue the Lite audience and that circulation problems with the paid-for ...