Reuters reports that the London Evening Standard will go free starting October 12th in an effort to boost its circulation. The paper - which is delivered in London in the afternoon - wants a higher circulation so it can obtain more advertisers.
The newspaper, first launched as the "Standard" in 1827, said the number of circulated copies would rise to over 600,000 a day from 250,000, which would in turn pull in more advertisers.
"I am confident that more than doubling the London Evening Standard's circulation and maintaining its quality journalism is what London deserves," Lebedev said in a statement.
"The London Evening Standard is the first leading quality newspaper to go free and I am sure others will follow."
A Guardian column says the move is a "last throw of the dice" for the Standard, which has been suffering from a falling circulation.
