The Independent's youthpaper: young, perky, but not red all over

The Independent may be on to something with its 20p sheet for 18-34-year-olds. It's been tried successfully elsewhere

Nine years ago the Chicago Tribune decided it didn't have enough twentysomething readers. Let's start a swinging, stripped-down Trib Lite, they said, to get them reading again. Let's sell it for a puny 25 cents. And let's call it something cool, like Red Eye. Surviving to this day, Red Eye is still copied (most recently in St Petersburg, Florida). But what's this? Here comes the Independent (whose owner is more familiar with a different St Pete), reputedly planning a swinging, stripped-down, 20p Indy Lite for 18-to-34s. A deft, cheap, but not exactly original notion. The idea is to call it "i", after Portugal's new swinging paper. No, not "Red i". Mr Lebedev wouldn't like that.

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