The I newspaper
Launched in October 2010
before 20p now roughly 60p
designed to be read quickly
target audience: young, 'time-poor', middle-class commuters
Launched by Alexander Lebedev Who owns The Independent (sister paper)
In 2016 it was brought by Johnston press for £24 million
The i was named British National Newspaper of the Year in 2015
More left-wing ideologies however their agenda is impartial. The I claims to be the "essential daily briefing for a free-thinking audience" that their readers "trust its quality, impartial journalism."
The paper had an average daily circulation of 302,757 in March 2013,significantly more than The Independent, though that figure has since continued to decline, and had dropped to 233,869 by February 2019.
The paper is classified as a 'quality' in the UK market but is published in the standard compact tabloid-size format- serious approach to hard news (but much more easier to read).
(target audience) The eco-conscious and art-loving audience are probably best described as reformers in cross-cultural consumer categories because it is the “most anti-materialistic of the seven groups” with a “core need in life” for “enlightenment”. In terms of the UK consumer groups, they might be labelled as activators who are “open to new ideas” and have a “strong sense of personal identity. Another appropriate descriptor would be seekers and its focus on “individuality”.
(Horizontal integration) David Hesmondhalgh (2012) noted how cultural industry companies used this strategy to “deal with risk” and “to ensure audience maximisation”. Johnston press publishes titles such as Yorkshire Post and the Scotsman alongside around 200 other UK regional titles. As of October 2018, Johnston Press reported significant financial difficulties and put itself up for sale
The paper and its website were bought by DMGT
The i was eventually sold in 2019 to DMG Media for £49.6m who were “committed to preserving its distinctive, high-quality and politically independent editorial style”. According to PAMCo, this powerful media conglomerate can reach 63% of the adult population every month through its portfolio of national newspapers, magazines and digital content, such as the Daily Mail, Metro, and New Scientist. Curran and Seaton (2009) noted the concentration of press ownership was a well-established trend in the industry to spread the risk and maximise profits.
The online edition of the i newspaper was launched in 2016 and is the UK’s youngest and fast-growing national newspaper website. An app is available for iOS and Android devices which provides readers with “three daily briefings on everything they need to know”.
Clay Shirky (2008) argued we needed to shift away from trying to preserve traditional newspaper institutions so we could find innovative ways of making journalism work. Digital editions and paywalls will help sustain some newspapers. A corporation might want to partner with a newspaper and subsidise the printing of physical copies. Or perhaps there is a better solution still waiting to be devised.
Since its inception, the i has expanded its layout and coverage, adding special sections for notable events and revamping its weekend edition.
Have articles about Brexit which highlight their views of being against it this contrasts their editorial philosophy of being impartial however they seem to be focused on young readership who are most likely part of the left wing.
"we won't hesitate to call out injustice or wrong doing when we see it"
The i was then brought under the control of JPIMedia along with the other 200 newspapers and websites catering to the UK audience.