The new compact daily newspaper has a “good business rationale” but reservations remain over 20p cover price.
Senior media buying agency executives were given a first look at the new i newspaper and were impressed by its business rationale, however questions were raised on whether it would be able to survive at the 20p price and may have to go free to succeed.
“As a product I think it is excellent and there is a gap for something like this,” said Claudine Collins, joint head of investment at MediaCom. “If it was free I think it would do phenomenally well, but to charge for it, I am not so sure it will be as successful as it could be.”
The Independent has defended the 20p price saying it has been determined through stringent market research. However, this may be scrapped in favour for going free if “the 20p take up is not big enough to achieve critical mass”.
(Source: The Guardian)