Independent extends Extra supplement to take on Guardian G2

by Alex Donohue, Brand Republic 21-Apr-06, 11:00

LONDON - The Independent will unveil an extended daily version of its Extra supplement on April 25 in an attempt to take on the Guardian G2 and push the paper's circulation past the 260,000 mark.

The 24-page supplement, which will include arts, health and science coverage, and weighty, 5,000-word features, is an extension of The Independent's existing eight-page Extra supplement, which launched three months ago.

The extended section, which will include more space for news, business and sports features, is part of the paper's overhaul following its top-to-bottom redesign last year and switch to tabloid format in September 2003.

It is understood that editor Simon Kelner has been keen to push The Independent's circulation past the 260,000 barrier where it has hovered for the last 12 months. Its most recently ABC in March put its circulation at 255,849, down 3.84%.

In the meantime, The Guardian is up 5.08% year on year on a six-month average circulation basis since adopting the Berliner format last September. Its March ABC was 379,835, down 0.8%.

The Independent has been quietly conscious of shaking off its "lightweight Guardian G2" tag, and the inclusion of a weightier Extra section is believed to be an attempt to address the issue.

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