Metro
The Metro newspaper was launched in 1999 as a free colour newspaper for commuters in London. Since then it has spread across the country and is now available in 13 cities.
A companion website was first launched in 2002, and work started in 2005 on its replacement. As well as aiming to increase traffic, the new site needed to embrace the emerging web technologies and trends for user-generated content; photos, videos, blogs and reader comments were all to be key areas of the site and integrated throughout.
The resulting site, launched in early 2006 is a much more modern and interactive experience and successfully merges copy from the newspaper, original writing and content submitted by its users. Traffic more than doubled almost instantly and has continued to rise steadily since then.