Although London Lite's owner, Associated Newspapers, refused to comment on its future strategy, the publisher released a statement that said it is 'watching developments with interest'.
However, media agency buyers take the view that there is little reason for London Lite to continue.
'It will definitely go. It only launched as a spoiler,' said Alan Brydon, head of press at MPG.
Carat press director Dominic Williams added that he believed there are too many newspapers in the capital and that London Lite could close within four weeks.
Natalie Rutherford, head of press at Vizeum, described London Lite's future as 'questionable' and said Associated Newspapers should concentrate its efforts on Metro, the publisher's morning freesheet.
The morning market is still seen as profitable because it is controlled by Transport for London and has a more measurable target audience.
London's Evening Standard, which has a cover price of 50p, could benefit from greater circulation and ad revenue if both evening freesheets fold.
- One freesheet down, page 15.
This article was first published on Marketing