Free newspaper distribution for the Manchester Evening News had outstripped expectations, according to new, independent research.

Daily circulation of the free city centre edition has risen to 60,000 copies since its May launch, significantly higher than the planned 50,000 copies.

The target is for a combined part paid/part free circulation of 180,000 copies by the end of 2006, rising to 200,000 in 2007.

The MEN forecasts its January-June paid-for circulation figure to be around 120,000 copies this year, a decline on the previous figure due to price rises over the past six months, most significantly from 10p to 35p on Fridays.

The part paid, part free strategy aims to cement the newspaper’s position as the UK’s largest regional daily title, targeting a “quality audience in the country’s biggest regional centre”.

Guardian Media Group’s regional division chief executive Mark Dodson said: “These figures and our new readership profile strengthen the overall profile of the MEN, which is great news for advertisers.

“We believe there is the potential for even more copies in the city centre, as demand has been so strong.

“We’re delighted to have exceeded our original targets by 20 per cent, and these results confirm we’re well on track to meet our target of 200,000 copies by the end of next year.

“The new product and strategy have been well received by our readers, advertisers and agencies alike. They like the fact we’ve made a bold move and are ready to tackle general circulation declines experienced by the regional press head on.”

The research, by CBA Research Consultants, showed that most MEN city centre readers are five-day-a-week commuters and typically aged between 15 and 44. Seven out of ten readers of the free edition are ABC1. Many are new readers, or readers of increased frequency, and read the paper for an average of 26 minutes each issue, which has parity with the paid-for edition of the newspaper.