i posts promising first official figures

Sales of the i, the offshoot of the Independent aimed at a younger demographic, have hit an average of 170,000 copies as of last week, according to the first official figures released by its publisher.

Circulation was at its lowest just before Christmas, with bad weather being blamed for sales dipping to just 60,000, far from the promised 200,000 i‘s publishers hope to achieve.

But improved weather, and the launch of a massive advertising campaign appears to have boosted sales, and although i‘s publishers expect paid-for sales to tail off when the campaign reaches its conclusion, they are still hoping that the drive will leave a solid foundation of 200,000 sales.

It’s an encouraging state of affairs for the Independent‘s sales team, who are proposing to bundle ad sales with both the Independent and i, a move that demands the i make sales of at least 160,000 to make it a realistic proposal to advertisers.

However, figures from the Audit Bureau of Circulations (ABCs) are yet to be released, and will be a stronger indication of how the i will cope with month-on-month growth and contraction.

(Source: MediaGuardian)

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