i to give away 100,000 copies a day at launch

The Independent is understood to be poised to give away more than 100,000 copies of its new paper, called I, each day next week.

Further details emerged today of what the new Monday to Friday paper will look like when it is given away for free across the UK from Tuesday.

According to sources with knowledge of the title, it is likely to consist of a single section carrying news pages, lifestyle sections, business and sport.

The owners of The Independent announced on Monday that i would target “readers and lapsed readers of quality newspapers” with an outdoor advertising campaign created by Trevor Beattie of the BMB agency.

That move and give-away of free copies are expected to act as the main marketing tool to help build awareness for the spin-off national title.

In addition to giving away the paper, Press Gazette understands that it will also be made available on newsstands at its regular 20p cover price.

Launch of the new weekday paper is expected to be followed by the roll-out of paid-for smartphone applications of the new title in the coming months.

A spokeswoman for The Independent said: “We are unable to release any more details on the forthcoming campaign. Further information will be announced next week.”

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