{"id":4284,"date":"2010-10-27T15:24:58","date_gmt":"2010-10-27T14:24:58","guid":{"rendered":"http:\/\/blog.uk.cision.com\/?p=1642"},"modified":"2010-10-27T15:24:58","modified_gmt":"2010-10-27T15:24:58","slug":"the-daily-me-shelflife-and-i-the-independents-lifeboat-strategy","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/the-daily-me-shelflife-and-i-the-independents-lifeboat-strategy\/","title":{"rendered":"The Daily Me, shelflife, and i – The Independent’s lifeboat strategy"},"content":{"rendered":"

Straight from the things-you-didn’t-expect-to-see-in-2010 file: the launch of new national daily newspaper for the UK. And from The Independent<\/em> to boot.<\/p>\n

The Independent<\/a><\/em>‘s i<\/em> launched yesterday<\/a> to what was generally a cautiously positive reception from media commentators. While Media Week<\/em>‘s Harriet Dennys claimed the new paper was “basically an Independent lite”, most<\/a> agreed with Independent<\/em> editor Simon Kelner’s assertion that “we’re catering for two different needs with two very different papers”.<\/p>\n

Describing itself as a “concise, intelligent daily briefing” and retailing at a mere 20 pence, i<\/em> is 56 pages of distilled information \u2013 not just news, but comment too , both from the Indie stable and from social media.<\/p>\n

The nature of the Indie commentariat (Hari, Steel, Alibhai-Brown, et al) suggests that i<\/em> isn\u2019t competing directly with the (paid-for) redtops but rather is aiming for those left-of-centre commuters who find the Metro somewhat undernourished. As Brand Republic points out<\/a>, while it will be difficult for i<\/em> to overcome free newspapers handed out at commuter hubs, there remains an appetite for print among younger readers.<\/p>\n

Similar experiments in other markets<\/a> haven\u2019t entirely convinced, however. And while the bold branding (despite inherent SEO death, and the suspicion that the paper \u2013 or at least its forthcoming iPad app<\/a> \u2013 is taking on the Daily Me<\/a>) speaks of confidence, it\u2019s hard to get past the feeling, voiced by Roy Greenslade and others, that i<\/em> is \u201cbeing launched in order, eventually, to replace its ailing stablemate<\/a>\u201d – a lifeboat thrown in hope from a slowly sinking ship.<\/p>\n","protected":false},"excerpt":{"rendered":"

Straight from the things-you-didn’t-expect-to-see-in-2010 file: the launch of new national daily newspaper for the UK. And from The Independent to boot. The Independent‘s i launched yesterday to what was generally a cautiously positive reception from …<\/p>\n","protected":false},"author":289,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[184],"tags":[139,354,676,2882,3046,3047],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/4284"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/289"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=4284"}],"version-history":[{"count":0,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/4284\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=4284"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=4284"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=4284"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}