End of line for Lite?

Associated Newspapers has entered into a consultation period over the future of its free evening title, the London Lite.

London's free newspaper market has seen much activity of late, with News International's thelondonpaper ceasing publication just a couple of months ago and the Evening Standard opting even more recently to become a free-distribution title, increasing its circulation by 140% in the process.  Now it looks as though the market could see further retrenchment.

The Lite was launched by Associated back in August 2006 as a free spoiler designed to compete with NI's thelondonpaper and thus protect the interests of the then paid-for Evening Standard (the latter now controlled by Alexander Lebedev, although Associated still retains a stake in it).

Associated Newspapers Free Division MD Steve Auckland says "The latest development in the London afternoon free newspaper space dictates that we look again at the future of London Lite.  Despite reaching a large audience with an excellent editorial format, we are concerned about commercial viability in this highly competitive area."

With this in view, it looks odds on that London's commuters could now be restricted to a single media option - the Evening Standard - on their homeward journeys, rather than the three titles they enjoyed until recently.  Credit crunch or no credit crunch, the latest development supports the view of many analysts that three competitors in the London afternoon free newspaper space was simply unsustainable for any length of time.