Today heralds a new dawn for the newspaper market, with the launch of i, the first quality newspaper launch for 25 years.

Created by the Independent, i  will be available Monday - Friday and is designed for readers who want a concise, quality daily paper.  i  will be distributed nationally and is priced at just 20p.

i is edited by the Independent's Editor in Chief Simon Kelner, who says that with the launch of i, 'we are again doing something radical and new, creating a paper for today that retains the qualities of the Independent. Ever since the Independent launched the paper has had a reputation for innovation and boldness and now we are creating the first post- modern newspaper, attractive to those who prize intelligence, convenience and desirability. '

Online version to follow in a couple of weeks as will smartphone apps.

MEC View -

First impressions are good i certainly has a distinctive look and feel, we particularly like the news and business matrix, the easy colour coding of sections and an  innovative layout of the tv and weather pages.  i  feels like a grown up Metro delivering a 20 minute read in easy to digest chunks covering all the key topics of the day.  If the  younger commuter audience are prepared to pay 20p for their morning read rather than pick up the free Metro we think the Indy are onto a winner.

Numbers wise the Indy are holding their cards close to their chest and with ads being run through from the main paper for the first couple of weeks there's no audience to buy, but if we have to put a figure on it we estimate a circulation of around the 300,000 mark. More than the Indy, less than the Times.