Media

Indy to launch new, cheaper paper direct to landfill

Darren Atwater | Monday 18 October, 2010 14:54

After Alexander Lebedev and son Evgeny made a hit out of the Evening Standard by taking it free earlier this year, we wondered if they would also make the newly purchased Independent free as well.

Nope. The family Lebedev is launching a completely new paper, titled i, and edited by the Indy’s editor, Simon Kelner. i will cost 20p to the Indy’s £1.

The new paper is “specifically targeted at readers and lapsed readers, of all ages, of quality newspapers and will combine intelligence with brevity, providing an easily digestible essential daily briefing.”

These smaller dailies created by existing dailies have had a poor run in North America. The Chicago Tribune publishes Red Eye (logo, a red ‘i’), which won the battle against the Chicago Sun-Times’ Red Streak. Canada tried a nationwide version with Dose, which lasted four months.

The Independent launches i — the UK’s first new quality daily newspaper for 25 years [Evening Standard]

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