Metro website to undergo overhaul

Associated Newspaper's free city-based newspaper Metro is adding new audio and video tools to its we

As part of the overhaul, the editorial and product team will have a commercial focus and will now report to the digital director, Jamie Walters. The team previously reported to Kenny Campbell, the editor of Metro.

The newspaper will launch new revenue earning components to the website in the next 12 months. Currently, the website earns through a gambling channel. It will now launch similar channels that focus on entertainment.

Walters said, "Websites are struggling to make money. There is too much inventory on the market and too much fragmentation."

Based on research, the newspaper has said that its online audience -- which it calls "city clickers", comprises 15m users between the ages of 18 and 44, who use the internet to facilitate their busy off-line lives.