Launch of new paper an attempt to win back readers who have abandoned print

Today marked the launch of Britain’s first national daily since 1986.

The i is a spin-off from the Independent and is designed to attract younger readers. It is essentially a slimmed-down version of the main paper and it is hoped that it will appeal to those who might have swapped newspapers for the web.

Similar in style to the well established and free Metro, it will be interesting to see if commuters will be willing to pay for this slimmed down version of its parent. Or whether it will eventually replace the Independent, which has been losing sales for years.

What will be far more interesting will be to see if it does manage to appeal to its target young audience who have turned their back on print. Many will argue that they have done so for cultural and technological reasons. However we may find there is indeed a demand for an intelligent and brief read that the i promises to provide.


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