Audience Engagement
1 min read

Inside Metro’s mobile app strategy

In June 2016, free title Metro combined its tablet and smartphone apps into one product that could serve the digital edition of the newspaper across all devices readers might want to access it on.

The app was revamped to include the usual morning edition that comes out in line with the printed paper, but also an evening edition that was previously only available for the tablet version.

The evening edition has “more of a laidback approach”, Metro digital director Martin Ashplant explained, and it reaches readers’ devices around 4.30pm every weekday with the day’s news, quizzes, a round up of best content from around the web, and more video and lifestyle stories.

Based on people’s feedback, two main lessons learnt from changing from the main app were that readers are interested in receiving edition-based news on their devices and that they want the content to be available offline. With that in mind, Metro has developed two more apps focused on content verticals: football app 11versus11, which launched in August to coincide with the start of the Premier League season, and Guilty Pleasures, a celebrity and entertainment news app that became available in November.

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