Aimed at “time-poor readers who want a quality read,” the 56-page title from the publishers of The Independent include an news-in-brief index, topline news stories, alongside longer features and lifestyle content.
With a cover price of 20p, it is being sold at newstands and in newsagents. An 8-page sampler also featured in last night’s Evening Standard.
The launch is supported by an outdoor campaign from agency BMB including roadside and train and tube posters.
The new title is being cross-promoted in the Evening Standard, with vouchers to get the ’i’ for free in the first week.
Existing Independent advertisers are believed to advertising in the i as a complementary add-on to advertising spend with the main paper, but it is unclear how long the publisher will continue with this arrangement.
Plusnet, Specsavers, Google, Barclays, Santander and Hyundai are among those who have advertised in the first issue.
The Independent newspaper is also being redesigned with a new look and feel to create a clear distinction between the two publications.