Oliver Duff is the editor of the i newspaper magazine.

Liberalism, centrism – political alignment

the idea that knowledge is important and expression should be free

HOW IS THE I DISTINCTIVE?  The i has expanded its layout and coverage, adding special sections for notable events and revamping its weekend edition.

The i was named British National Newspaper of the Year in 2015 – reputation

Format- compact= a broadsheet quality printed into a tabloid format.- this allows for commuters to read the morning paper as it is easier and small to read on public transport.

circulation – 221,083 as of October 2019

The publishers- The daily mail and the general trust.

the i first went on sale for 20p on 26 October 2010, however is now £1.20

History:

Format:

Editors: Oliver Duff

Political stance: Liberalism, centrism

Target Audience:

Cost: 60p – 80p

Circulation:

Profit:

The “i” is a British national morning paper published in London by Daily Mail and General Trust and distributed across the United Kingdom. Its aims is at “readers and lapsed readers” of all ages and commuters with limited time, and was originally launched in 2010 as a sister paper to The Independent.

History – The owner of the Daily Mail, DMGT, has bought the i newspaper and website for £49.6m from JPI Media

Format – Compact ( broadsheet-quality newspaper printed in a tabloid format)

Editors – Oliver Duff

Political stance – Liberalism, slightly left

Target Audience – Middle Class with the average age of 57 years old

Cost – At the start of September 2017, the price rose once again, to 60p for the weekday edition and 80p for the relaunched i weekend beginning later that month.

Circulation – 265,949 (as of September 2017). Published in London by Daily Mail and General Trust and distributed across the United Kingdom

Profit – The owners of the i, Johnston Press, announced the newspaper was bringing in a monthly profit of around £1 million

Facts

The i launched to pose a challenge to existing ‘quality’ newspapers with low cover price and tabloid format.

· In the context of declining newspaper sales it made a bold statement: “condense, re-format, repurpose – and produce a terse, intelligent summation of the day’s news that busy commuters can enjoy” (Peter Preston).

· It has battled to remain ‘cheap’ or at least ‘cheaper’: the weekday edition rising from 20p to 50p.

· Historical lineage going back to a much-missed ‘parent’ paper, the Independent, now defunct in print form: A significant number of staff joined the team from The Independent.

· It has maintained a reputation: named National Newspaper of the Year in 2015.

· Actually this link was broken when it was purchased by regional publisher Johnston Press (this has not affected its identity).

· It has a distinct ‘independent’ register, crisply edited: aimed at “readers and lapsed readers” of all ages and commuters with limited time: you don’t have to ‘identify’ yourself as a reader of a newspaper.

· Appearance is vital: USP: inside and out: compact, “matrices” for news, business and sports— small paragraphs of information which are expanded upon in full articles further on in the paper”.

· Its title reaches back to ‘independence’ but also forward to internet: i-pad, i-phone, i-player, i!

· The paper is active on social media, reinforcing its youthful feel: there is also a discounted student subscription that lasts for one academic year

Economic Left/Right: -3.13
Social Libertarian/Authoritarian: -1.59

 left–wing– an emphasis on “ideas such as freedom, equality, fraternity, rights, progress, reform and internationalism”

 right–wing– an emphasis on “notions such as authority, hierarchy, order, duty, tradition, reaction and nationalism”.

Your Political Compass

Economic Left/Right: -2.88
Social Libertarian/Authoritarian: -2.36

Economic Left/Right: -4.13
Social Libertarian/Authoritarian: -4.26