The i Flashcards

1
Q

When was the i launched?

A

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

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2
Q

How much was the i when launched?

A

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.

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3
Q

Who was the sister paper to the i?

A

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

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4
Q

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

A
  • High quality content
  • Pleasing design
  • Balanced comment/opinion
  • Manageable layout
  • Affordable price
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5
Q

What is the circulation of the i?

A
  • Targeted initial circulation of 150k- immediate success.

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

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6
Q

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

A

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

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7
Q

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

A

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.

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8
Q

Which individual in particular launched the i?

A

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

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9
Q

When was the ownership of the i changed?

A

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.

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10
Q

Who currently owns the i?

A

Daily Mail and General Trust

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11
Q

Audience Demographics- age and gender

A
  • ~61% of readers aged 18-39

- Male 58% - Female 42%

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12
Q

Audience Demographics- social class and income

A
  • ~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
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