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Sweden’s king of free newspapers joins battle for London commuters

Tuesday April 18th 2006, 11:38 pm
Filed under: Newspapers

Pelle Tornberg is planning to take on the Daily Mail’s owner with a rival afternoon paper, says Mark Kleinman IN Pelle Tornberg’s modest office in the heart of Mayfair, one item takes pride of place: a framed photograph of King Gustav of Sweden browsing through a copy of his country’s biggest-circulation freesheet newspaper. The pictorial reference to the Swedish monarchy is apposite because Tornberg, president and chief executive of Metro International, the Stockholm-listed media group, can claim to be the king of the fast-growing free newspaper industry. In the 11 years since he oversaw the launch of Metro’s first edition, Tornberg has seen Metro’s global daily readership hit 18.5m, spread across 59 editions in 86 cities in 19 countries and 18 languages. Link

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