It's a go for Rupert Murdoch's free London evening newspaper, reports
Media Life. The new daily, called
Thelondonpaper, is set for a Sept. 18 launch. The move is seen as a challenge to
the city's leading afternoon paper, the money-losing
Evening Standard.
Thelondonpaper's initial print run will be 400,000--same as the
Standard. "Life has been tough for the
Standard for some time now, and this makes it even tougher," says Derek Terrington, media analyst at Blue Oak Capital in London. "The incumbent, the
Evening Standard, really has its work
cut out to design an editorial package that is worth paying for."
Thelondonpaper will be distributed between 4:30 p.m. and 7:30 p.m. by 700 people who will hand it out around London, especially
in places popular with the upmarket 18-35 crowd who works there.
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