Annual report 2010
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Metro’s Story
How Metro created media history
"Has this ever been done before?"
"No"
"Great - let’s do it"
Per Anderson, Robert Braunerhielm and Monica Anderson could hardlybelieve their ears. After countless Swedish banks, money lenders andmedia companies had declined their proposal, somebody had finally saidyes. His name was Jan Stenbeck; at the time, Chairman of KinnevikGroup.
Stenbeck was the first person brave enough to take a risk on whatwas then a new and ground breaking idea: a free daily newspaper fundedsolely by its advertising, and handed out during the peak morningcommute.
So, on a cold February morning in 1995, the first issue of Metro waslaunched in Stockholm. It was a runaway success. Within 2 years, it wasto launch in Prague and soon after in Budapest, Chile and Philadelphia.
16 years on, Metro has 67 editions in 22 countries and the threefounders have all been honoured by the king of Sweden, for what hasbeen described as an ‘outstanding contribution to civic society’.
The rest, as they say, is history.