It will launch as a spin-off version of main newspaper, with a cover cost of simply 20 pence, in a bid to target “readers and lapsed viewers of top quality papers”.
Just what they’ve used is that commuters specifically, a) could well have little time to read a full-size paper cover-to-cover daily, as well as b) are not likely to wish to pay the one pound cover cost when the similarity The London Evening Standard and also City AM are opting for totally free.
Something that the readers of i will appreciate is the high quality of journalism that they will find under the journalism banner comapred to that of, probably, The City. Because vein, a statement from The Independent reassured that it would combine “intelligence with brevity, and also deepness with rate of reading, giving an essential day-to-day instruction.”
When it come to the future of the priting presses, Evgeny Lebedev, chairman of the proprietor of The Independent (Independent Publish Ltd), said: “My dad (Alexander Lebedev) and I believe that a totally free press is an essential device of a democracy, as well as our team believe that newspapers still have a future, and also a crucial one. We have revealed by our investment in the London Evening Criterion that, even in these extremely affordable times, it is possible to restore a brand, and also we aim to do the very same with The Independent by the launch of i as well as the enhancements to the parent paper.”
The Independent’s taking care of supervisor, Andrew Mullins, included: “Quality newspapers supply a highly important audience for marketers, yet recently print circulations have been in decline as well as the typical age of the target market has been boosting. Time-poor newspaper visitors, and also specifically commuters, have actually been telling us for several years that they are inundated with details as well as simply do not have the time to review a high quality newspaper often. We are creating a newspaper for the 21st century that is designed for people who have a thirst for info and also amusement in the limited time that they have readily available. i is a reader-led newspaper with broad reach as well as intelligence.”
The Independent newspaper itself on the other hand is undertaking a redesign as well as will certainly remain valued at one extra pound.