Independent launches 'i' newspaper
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The publisher of The Independent is to launch a new daily title, with a focus on “time-poor readers who want a quality read.”
Alexander Lebedev
The newspaper, called i, will go on sale nationwide from Tuesday 26 October with a cover price of 20p.
The first national daily to launch since The Independent in October 1986, the launch will be backed by an advertising campaign created by Trevor Beattie of agency BMB.
The newspaper group says that the title is targeted at “lapsed readers of quality newspapers,” and those of “all ages who want a comprehensive digest of the news in printed form.”
A statement says: “i will combine intelligence with brevity, and depth with speed of reading, providing an essential daily briefing.”
It has been reported that the title, described as a “concise, quality daily paper” will be targeted at readers in their 20s, and will include new stand alone content, separate from the main title.
The launch comes after weeks of industry speculation that an announcement from the publisher was imminent, with some suggesting The Independent could change to a freesheet, a strategy that was dismissed by Independent owner Alexander Lebedev last year.
His father, Evgeny Lebedev, and chairman of the company adds that the launch comes from a belief that a “free press is a fundamental tool of a democracy.”
“We believe that newspapers still have a future, and a very important one. We have shown by our investment in the London Evening Standard that, even in these highly competitive times, it is possible to revive a brand, and we aim to do the same with The Independent by the launch of i and the improvements to the parent paper,” he adds.
In April, The Independent relaunched, with marketing campaign to drive subscriptions.
Andrew Mullins, managing director of The Independent, says: “Quality newspapers provide a highly valuable audience for advertisers, but recently print circulations have been in decline and the average age of the audience has been increasing.”
“We are creating a newspaper for the 21st century that is designed for people who have a thirst for information and entertainment in the limited time that they have available. i is a reader-led newspaper with broad reach and intelligence,” he adds.
YouGov Insight:
Newspapers
- The majority of UK consumers are unlikely to pay for online newspaper content, with 83% saying they would refuse to pay.
- 60% of UK adults think that it is worth paying for a ’good newspaper’.
- 1 in 5 YouGov respondents are prepared to forgo paying for newspapers altogether, agreeing with the statement ’why pay when I can get one for free’.
- Nearly half (44%) of UK consumers prefer paying for a newspaper because ’the free ones haven’t got as much real content.
- 38% of respondents believe that newspapers are currently too expensive.
Click here for more information on this YouGov market report
Readers' comments (9)
Lee Putman | Mon, 18 Oct 2010 3:30 pm
I like this! I'm in my 20's and I think I'd definitely give this a go!
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Ron Langley | Sun, 14 Nov 2010 11:22 am
Congratulations! As an OAP of 1923 vintage, at last it is a newspaper that I can afford that does not insult my intelligence. Concise and in an easy to read format.
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john Luxford | Mon, 17 Jan 2011 10:29 pm
Where can I get a copy of the new 'I Newspaper' - I would love to buy an honest - balanced - truthful - Newspaper - with everyday news items in it and without all the utter rubbish that we find in newsprint today. Price is not the criteria - truthfulness is! - just like it was 50 years ago. I would pay £1 no problem - (providing it has a good cryptic crossword of course!) - John Luxford
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les britton | Wed, 19 Jan 2011 6:02 pm
WHAT IS YOUR DISTRIBUTION AREA?. HAVE TRIED IN BERWICK UPON TWEED AREA, NONE TO BE FOUND
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peter | Thu, 20 Jan 2011 10:41 pm
when can i buy this newspaper in n ireland?
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Anonymous | Fri, 21 Jan 2011 4:26 pm
it doesn't a good cryptic crossword. will never buy it again
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Anonymous | Fri, 21 Jan 2011 10:39 pm
Great idea, I'm sick of the trashy gossip crap
the rags that claim to be "newspapers"
20p is good price too
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Alasdair Corrie | Thu, 27 Jan 2011 12:33 pm
I stopped buying newspapers 14 years ago as I was sick of half truths, drug taking bed hopping celebreties, cures for cancer, diabetes, and other ailments(at least one a week), diets, digging the dirt on all and sundrie and nothing but bad news.
I just want to read the facts, good or bad, without all the untrue embellishment.
Look forward to reading this new paper.
When?
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wes holmes | Fri, 13 May 2011 11:20 pm
Politically aware and living in N. Ireland I've always found it difficult to manage two quality daily newspapers i.e. one British and the other Irish (as well as reading the provincial press) and and now I have the solution! But how can it be produced for less than the price of a lollipop?
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