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The Independent announces its new paper, i, with a new outdoor campaign.

i, the UK's first quality daily  newspaper to launch in almost 25 years, will go on sale nationwide on Tuesday  October 26, 2010. Created by The Independent, i is designed for readers who want a concise, quality daily paper for just 20p.

Available on Mondays to Fridays, i will complement an improved Independent, which will have a distinctive new look and feel, and remain priced at £1.

i is specifically targeted at readers and lapsed readers of quality newspapers, and those of all ages who want a comprehensive digest of the news in printed form. i will combine intelligence with brevity, and depth with speed of reading, providing an essential daily briefing. The launch will be backed by a significant outdoor advertising campaign, created by Trevor Beattie of the BMB agency.