Thelondonpaper advances launch to thwart rival

by Melanie Godsell, Marketing 22-Aug-06, 08:30

LONDON - News International has secret plans to launch thelondonpaper two weeks ahead of its advertised date to beat Associated Newspapers' afternoon freesheet, London Lite, to market.

Thelondonpaper had been promoting a launch date of 18 September. However, Marketing has learned that it plans to distribute its first edition on 4 September. London Lite, part of Associated Newspapers' strategy to minimise damage to Evening Standard sales, is due 'early' in the month.

Both papers will have a print run of 400,000 and will initially be distributed by hand in central London. The publishers are battling for rights to distribute through Network Rail and Tube stations. A decision by Network Rail has been postponed while negotiations with bidders continue. The Tube contract will be announced in the autumn.

Separately, NI has been forced to alter print ads for thelondonpaper that direct potential advertisers to an inactive website. The company says a holding page will appear at thelondonpaper.com.

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