So, the nations beloved liberal-loving paper The Independent is set to launch a new daily title next week with a focus on “time-poor readers who want a quality read.”
i goes on sale nantionwide from Monday 26th of October, with a cover price of 20p – cheap as chips.

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 they have available. i is a reader-led newspaper
with a broad reach and intelligence,” he adds.

It has been reported that the title, described as a “concise, quality daily paper” will be targeted at readers in their 20’s and
will include new content, seperate from the main title.

Now – I personally don’t feel huge amounts of excitment about this new daily, i’m more of a ‘good book’ reader, but will it work? Will you be buying it?

When you look at Insights such as: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.’Is it really possible to revive or create a successful brand to compete and come out the other side victorious?
Looking from a different perspective: Nearly half (44%) of UK consumers prefer paying for a newspaper because ‘the free ones haven’t got as much real content.’ argues a different consumer logic which is in line with the Independents ambitions to ‘compliment and improve’ the need for quality press.

So lovely London Commuters, will you be i-ing it up next week or passing up a new 20p daily bargain?

Answers on a postcard……