More free papers

London commuters awoke this morning to another free morning offering, men's lifestyle magazine Shortlist. Speaking as a newspaper reader and ex-FHM fan it's a pretty good effort, though the challenge after putting together the first issue over the course of several months will of course be finding 40-odd pages of similarly amusing content once a week.

Verticalisation of the free commuter press is nothing new - in Seoul, which probably has the most experimental free commuter paper market in the world, free commuters have enjoyed free cartoons from Daily Zoom. The UK has already seen one free business paper with CityAM and in various markets free paper segmentation is around language. But a lot of these vertical ventures have also come and gone - Seoul's experimental market used to support a free sports paper called Hankooki which seems to have vanished since I last saw it circa 2004, and some of us may even remember the brief tenure of the metal boxes giving away The London Line outside Waterloo station (and perhaps elsewhere) back in March 2005.