News International revealed today that editorial at the londondpaper is to be “integrated” with the commercial departments to offer “creative solutions” to advertisers.
The free daily will be handed out by 700 distributors working in central London from 4.30pm to 7.30pm today.
It is going head to head with Associated Newspapers’ London Lite which launched last Wednesday.
Both titles have a print run of 400,000 and are aimed at young professionals.
General manager of NI Free Newspapers Ian Clark said today: “From research we could clearly see that there was a gap in the market. Commuters were not reading newspapers on their journey home.
“With our vibrant content, we aim to attract a key target audience for our advertisers. As the most modern newspaper, we are proud that we have integrated editorial with advertising, marketing and digital activities meaning that thelondonpaper can offer advertisers powerful, innovative and creative solutions.”
Thelondonpaper editor Stefano Hatfield said: “The paper is written for those who want to celebrate London. We live in one of the world’s greatest cities and thelondonpaper really reflects that.
“The paper is packed with news, entertainment, reviews and listings – just what the evening commuter wants. Our website, www.thelondonpaper.com will be packed with
up-to-date information and with plenty of opportunity for Londoners to interact. ”
The paper’s website is set to go live at 4.30pm