METRO, the Dublin morning freesheet newspaper, is planning to nearly double its circulation to 100,000 copies a day in January, a move aimed at turning up the heat on Independent News & Media, which publishes the rival Herald AM, writes Ciaran Hancock.

The freesheet is also planning to launch morning editions in Cork, Galway and Limerick in 2007, in a bid to achieve its stated aim of becoming a “a national, urban newspaper”. Metro recently distributed about 10,000 copies of the newspaper in Cork as part of a one-day trial in that market.

A number of weekly freesheets already operate in cities outside the capital, including the Limerick Post, owned by Billy Ryan; the Cork, Limerick and Galway Independents, which are controlled by Declan Dooley and Jarlath Feeney; and the Letterkenny Post, which is owned by River Media. Metro is keen to tap this growing market.

Launched in October 2005, Metro and Herald AM have proved popular with both readers and advertisers. Each paper currently distributes more than 60,000 copies.

Metro is now expected to ramp up its distribution activities in the greater Dublin area in a bid to drive its advertising revenues. INM would be expected to match Metro’s increase in distribution.

The paper is backed by The Irish Times, Associated Newspapers of the UK and Sweden’s Metro International. The company is targeting a profit in year four.

It is understood that the move to expand its activities outside Dublin is largely dependent on the company securing a distribution deal with CIE, the state transport company. Metro is believed to have offered to pay CIE €3m to secure a five-year contract to allow it distribute the paper in bus and train stations in the greater Dublin area. It is also offering CIE some free advertising in the freesheet.