The i was originally conceived as a sister paper to the Independent. In late 2019 it was bought by Daily Mail publisher DMGT for £50 million.
Launched in 2011 with a circulation of just over 130,000 the i now has a circulation of 215,000. Readership reached 600,000 in 2016 and now stands at 369,000.
It’s cover price is currently an enticing 65p, (£1 on a Saturday) well below other quality dailies. And it stands out from competitors with its independent political stance and its editorial style of brief, concise news.
Readership profile is over 70% ABC1 and has matured alongside the paper. Now 80% of readership is 55+. See the full figures here.
For direct response advertisers it provides a good, competitively priced environment to reach upmarket, responsive consumers. Rates are highly competitive and it is proving a good testbed for new direct response advertisers.