Free daily newspaper headed for Winnipeg

Metro Winnipeg, a free daily newspaper, is set to launch in Winnipeg in April.

Metro Canada, which already publishes editions in Halifax, Montreal, Ottawa, Toronto, Calgary, Edmonton and Vancouver, announced on Monday that Winnipeg and London will join the roster on April 4.

"I am delighted to lead this remarkable opportunity as we partner with the community of Winnipeg," Steve Shrout, the newly-appointed publisher for Metro Winnipeg, stated in a news release.

"We look forward to offering a fresh urban news perspective in one of Canada's most vibrant Prairie communities."

With the addition of Winnipeg and London, Metro Canada's nine markets will represent 53 per cent of the total Canadian population and 77 per cent of the country's metropolitan areas, stated the release.

Both new editions will target Metro's core readership of YAMS (youthful, active metropolitan residents) — a demographic of adults aged 18 to 49.

The papers, joint ventures between Metro International and Torstar Corporation, will be distributed by promoters and in street boxes and at strategic locations in both cities, rising to a total daily circulation of 40,000 copies in Winnipeg and 35,000 in London.

"It is exciting to see the demand for Metro continue to grow with both readers and advertising partners," said Bill McDonald, president and publisher for Metro English Canada.

"Our goal is to continuously improve and enhance our brand in an effort to reach the important target market of youthful, active metropolitans in every major market across Canada. Metro's expansion into Winnipeg and London is the natural next step towards achieving this goal."