Independent rolls out tabloid edition

The Independent has unveiled details of its plans to launch a tabloid-sized edition.

From 30 September, the newspaper will publish a tabloid edition within the M25 area to target commuters.

The 85,000 print run will sit alongside full-size copies of the newspaper at London newsstands as its publisher, Independent News & Media, attempts to attract a greater numbers of commuters, female readers and a younger demographic.

Its launch hopes to more than double The Independent's circulation in the London region as it attempts to address a falling readership. The title's August sales showed a 3 per cent year-on-year decline to 178,699.

The tabloid edition will carry the same 60p cover price as the full-size paper. Its new edition will be published Monday to Friday to take advantage of commuters travelling to work.

The Independent's executives hope that the new format will tempt readers of other broadsheets, tabloid readers wanting to "trade up" from their current read and commuters who currently don't buy a newspaper.

The launch is seen as a permanent move by The Independent, rather than a trial. If successful, it is thought that it will look at rolling-out the format to other parts of the UK.

The Independent's commercial director, Lawrie Procter, said: "We have a very loyal core constituency, readers who are very happy with the product as it exists, but we see the opportunity for a quality newspaper in a smaller format for commuters, women and younger readers."

The launch will be backed by a £3 million marketing budget, including a TV campaign created by Walsh Trott Chick Smith using the line: "No less Independent."

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