Andrew Mullins, Managing Director of The Independent, said: “Quality newspapers provide a highly valuable audience for advertisers, but recently print circulations have been in decline and the average age of the audience has been increasing.
“Time-poor newspaper readers, and especially commuters, have been telling us for years that they are inundated with information and just don’t have the time to read a quality newspaper on a regular basis. We are creating a newspaper for the 21st century that is designed for people who have a thirst for information and entertainment in the limited time that they have available. i is a reader-led newspaper with broad reach and intelligence.”
Blah, blah, blah. Really, do they have to use such boring, stuffy, patronising marketing copy?
Still, it’s an interesting idea to create a paper for generation-ADD. I can see the name being nothing but a burden for them though!