In the fluctuating fortunes of the MSM, this one is a real biggy. The London Evening Standard is going freesheet. Now owned by a Russian mogul whos given it three years, the metro afternoon paper with national pretensions is dropping its 50p cover price and going for free. The shock has registered internationally where the Standards fortunes will be watched keenly. Yet the shift is not quite as big as the headline suggests. About half its 250,000 and falling circulation is free already. Its former free stable mate London Lite is expected to close and a Murdoch free rival has already folded. Distribution will increase to 600,000 to soak up the expected rise in advertising demand as recession recedes. As national rivals like the Murdoch heavies may be on the brink of charging for on line content, the Standard strategy veers in an intriguingly different direction. The Standard deserves to succeed. After a few faltering years, its become a much better read under new editor Geordie Greig and deputy Sarah Sands. But the London paper is a one off with a captive AB commuting audience and its example is unlikely to be followed by regional evenings. Probably!