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WHEN it was revealed, last week, that The Independent was to launch a tabloid aimed at commuters, many in the industry were quick to dismiss the move as an act born of desperation.

Understandably, those with a vested interest in the demise of the title would want to proclaim the move to a tabloidsized newspaper was a "last throw of the dice" or "dying act" - but, in a sector under increasing pressure, some industry figures believe The Independent has played a deft hand.

With only a few days until the industry gets its hands on the title - and, within only a month of it being secretly given the go-ahead, it is arguably one of the quickest turnarounds for a launch - has The Independent discovered a niche waiting to be filled? The current plight of the Indy is not an overwhelmingly good one, despite a general affection for a title which, as its name implies, has a reputation of doing things differently.

The war in Iraq devastated advertising revenues across the national press earlier this year, highlighted by recent figures revealing the sector's pot of advertising money has slumped by a third in two-and-a-half years, with broadsheets the worst hit.

As the weakest broadsheet, the paper's circulation has struggled around the 220,000 sales mark for some time, which is at least 30,000 below the "magic figure" agency planners and buyers feel it needs to achieve to remain commercially attractive.

But, while its competitors sit back and wait for the curtains to finally close, there is a suspicion from some in the industry that The Independent has acted perhaps smarter than initial reactions suggested.

While the idea of changing to a tabloid version is not altogether original - the last title to make the move being the Sunday Correspondent, back in 1990, when it lasted for only three months before folding - there appears to be a new and different thinking in the way newspapers are being read.

Positive change Adam Crow, press director at PHD, says the change is a positive one for The Independent and it also demonstrates Fleet Street can still be "innovative and imaginative".

He adds: "The Independent has always been at the forefront of innovation.

It also goes to prove that a quality read doesn't necessarily have to come from a broadsheet style."

Indeed, the reaction from many within agency circles has been one of overwhelming praise for the newspaper, even if it is faced with long-term problems and its rivals revel in the message the drastic change gives out to the rest of the newspaper world.

Ollie Joyce, general manager at ZenithOptimedia, says: "It gives a very positive message that The Independent is willing to try something based on consumer insight. The Independent was launched with innovation in mind and that's what the brand should be about.

"Cynics will say it's a move born of desperation. This may be true, but, frankly, who cares? "You have only to look at the history of entrepreneurial businesses to realise that desperation can inspire the greatest creativity. Desperation may be the trigger but it's certainly an innovation worth trialling."

Jason Gonsalves, a partner with Michaelides and Bednash, is another agency boss who feels The Independent has made a good move and may turn around the fortunes for the title.

He explains: "I think it's got the potential to create a valuable niche for itself as an intelligent tabloid, if it can combine the provocative opinion of the tabloids with the intelligent power of broadsheets.

"This collision of the values of high and low culture is a perfect example of 21st century 'no-brow' culture."

Perhaps one of the key areas that will unravel in the coming weeks will focus on how much the editorial product of the paper will change, although Independent bosses have insisted that content will remain exactly the same as at the moment.

One senior industry insider suggests The Independent is learning from other, arguably unconventional newspapers as to the changing reading habits over the past decade.

Learning from the free newspaper concept, which focuses on providing bite-size news that can be digested during the morning commute to work, has paid huge commercial dividends for Associated Newspapers' version in London and Metro International's offerings around the world.

The insider says: "You have to ask if they can turn things around without an even more dramatic change. It's a good sign that the industry people are trying different things, but if they wanted to be really brave they could give it away free and then see what happens."

Lawson Muncaster, vice-president global sales at Metro International, agrees: "It's a clever move for The Independent but if they were to be really tough they wouldn't have a cover price - they should be more aggressive."

Changing market The proliferation of successful free newspapers and the popularity of the tabloids, especially the Daily Star in recent years, have fuelled debate that the newspaper readership market is changing - the "easy read" during the week and in-depth analysis at the weekend.

But another senior industry figure suggests The Independent will be able to maintain its unique brand of journalism, most evident over the past year, even with a downsizing of the paper.

The insider says: "It can still be livelyspirited; they could bump up the picture count and even reduce the word count in some places. Our ever-more society of convenience would react well to this."

ZenithOptimedia's Joyce says: "I'm not sure The Independent is necessarily being clever, but it has obviously realised that brand differentiation, which delivers competitive advantage, remains the single most important factor in the product's success - without it you have an easily interchangeable commodity.

"The tabloid format may give it a new angle but there will also need to be changes in content.

"Metro has been a storming success because it has understood and harnessed the reader, the reading environment and the desired product. This is not to say, however, that everyone now wants smaller, easily digested news - Metro's about a market segment and, in its own words, a specific media moment."

M&B's Gonsalves adds: "They needed to do something radical to even get people to look again at The Independent and consider the quality of journalistic product. I'd definitely pick it up and have a look, which is something I haven't done in the past four to five years."

The emphasis on The Independent's new direction centres on the London market, which always appears to be the key area on which to focus attention when a national newspaper group sets out to make a serious change to its format.

Already this year, Richard Desmond has stated his desire to launch an evening title in the capital, although the question of distribution is still the key factor holding it up at present.

The Times also launched its events and entertainment guide for London on Saturdays at the beginning of the summer, and The Independent on Sunday already has its own supplement concentrating on issues solely in the capital.

Despite welcoming the introduction of another tabloid-style competitor to the London market, Mike Orlov, head of sales on Desmond's free newspaper, sounds a warning to bosses at The Independent.

Tabloid-friendly commuters He says: "It's a sad day when a newspaper dies, but The Independent certainly needs to do something to revitalise itself. Commuters are a lot more friendly to tabloids now, but any help they can get with distribution is vital."

Interestingly, the feeling within agencies appears to be one of respect for The Independent, a title that has some big competitors with longer, more established histories.

However PHD's Crow says he believes this underdog mentality has led to the team behind the title to become more innovative, demonstrated arguably the most in this latest move.

He says: "They work very hard and are a very passionate set of people.

They're prepared to fight their corner and go the extra mile."