Associated hastens London Lite debut

Associated Newspapers is to debut its London Lite free newspaper next Wednesday.

The decision is the latest salvo in the battle against the impending
launch of News International's planned free newspaper thelondonpaper,
which this week announced it was moving its launch forward two weeks to

4 September.

London Lite, which replaces Associated's Standard Lite product, will
launch on 30 August, according to Guy Zitter, the managing director of
the Daily Mail. However, he warned the launch date could change at short
notice - up until 9pm the day before publication - if that were
necessary to get a competitive edge.

The shifting launch dates and scramble for information on rival plans
are indicative of the fierce nature of the battle for London
readers.

Thelondonpaper is muttering about copy-cat tactics: London Lite is
rumoured to have a maroon masthead; thelondonpaper's will be purple.

Zitter said the primary focus of London Lite "is to give the consumers
what they want; thelondonpaper seems more preoccupied with giving
advertisers what they want. The battle will be won by what the readers
want."