Metro

I’ve recently updated my iPad Metro App and I’m loving it. I suspect that a lot of thought has gone in to it’s design. Well done Metro.

It’s called Metro Online and once opened, you have the choice of downloading back issues or, more importantly, the current one.  Once downloaded, the publication resides in iOS5’s Newsstand, ready for you to open and read whenever you like – online or not.

screenshot of Metro on iPad

The reporting and story content is no different to that picked up in bus and train stations nationwide, but the way you access it is quite cool. The written word looks sharper on the iPad screen than they do in the paper itself and the images look superb with the ‘Window on the world’ photographs being particularly stunning. Access to each part of the publication is provided in several forms, making navigation really quick and easy.

But the best bit?

Well, the best bit is the way in which advertisements are presented. We all know that adverts are the lifeblood of ‘free’ papers like Metro, but are generally irritated by their all-invasive manner. How often, for example, do you see a YouTube video that hasn’t got an advert to be viewed (or more likely closed) before you watch the clip? With Metro, a full page ad. will appear on a page of its own, in full colour and you can read it or simply flip to the next page. I’ve actually read more adverts in is way than I have ever done elsewhere in the digital world.

Again, well done Metro and well done Metro advertisers.

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