The i

Question 1

When was the i launched?

Answer 1

Print product launched in the digital age in Oct 2010- first quality UK newspaper to appear in 25 years.

Question 2

How much was the i when launched?

Answer 2

20p but it’s now around 80p. Designed to be read quickly, aimed at young, time-poor, middle class commuters who wanted better quality paper than Metro but didn’t have time for traditional titles.

Question 3

Who was the sister paper to the i?

Answer 3

The Independent, liberal daily paper that has since gone digital-only.

Question 4

At the time of its launch, what were the five key principles of the i?

Answer 4

• High quality content
• Pleasing design
• Balanced comment/opinion
• Manageable layout
• Affordable price

Question 5

What is the circulation of the i?

Answer 5

• Targeted initial circulation of 150k- immediate success.

- Circulation is 244,000 (post-Independent’s print closure) and it continues to make a profit.

Question 6

How similar was the i’s values to the Independent?

Answer 6

Designed to create a bitesize version of the Independent, launched in 1986 with the banner “Free from party political bias, free from proprietorial influence”.

Question 7

Does the i’s current perspective mirror the values of the Independent when it was launched?

Answer 7

Independent’s ‘neutral’ perspective is still objective of the i today – but it is generally seen as significantly more liberal and left-wing than newspapers like the Daily Mail.

Question 8

Which individual in particular launched the i?

Answer 8

Alexander Lebedev, a Russian billionaire who owns the Independent and Evening Standard.

Question 9

When was the ownership of the i changed?

Answer 9

2016: bought by regional publisher Johnston Press for £24M- Johnston Press published titles eg Yorkshire Post and the Scotsman + ~200 other UK regional titles before being bought by JPIMedia (2018) post-Johnston shut.

Question 10

Who currently owns the i?

Answer 10

Daily Mail and General Trust

Question 11

Audience Demographics- age and gender

Answer 11

• ~61% of readers aged 18-39

- Male 58% - Female 42%

Question 12

Audience Demographics- social class and income

Answer 12

• ~60% social class ABC1
• Significantly less disposable income than Daily Mail readers
• Likely to work in civil society and charity, media and publishing or community and social care sectors