So it's happy birthday to thelondonpaper, the free paper that has livened things up for London's commuters, made a strong play to popularise the colour purple, and is the cause of consternation for sub-editors everywhere.
News International's entry into the free newspaper market probably could not have gone better.
It has shaken up its rival, Associated Newspapers, forcing it to launch its own rather inkier freesheet, London Lite, and rattled The Evening Standard, which has long needed a challenge. The Standard, which Campaign today reports is considering bringing back its listings title Hot Tickets in an effort to boost circulation, is down 15.62% year on year to 275,186.
This challenge was further underlined yesterday, with news that thelondonpaper is to hire Alexa Baracaia, the London Evening Standard's media and showbusiness correspondent, as arts and entertainment editor in November. That has to hurt a little.
There is much to celebrate. Thelondonpaper has come out top in its circulation tussle with London Lite, distributing 500,563 copies in July to London Lite's 400,571, and survived spoiler campaigns to boot.
Yes, there is the spelling of the all lowercase/single word name (thelondonpaper), which causes some confusion, but that is a minor annoyance.
The paper is a good speed read and has always felt fresher and looked more designed than its rival, and now with a deal in hand with Westminster Council over issues of rubbish and recycling the streets should be cleaner as well.
The paper, and its rival for that matter, has added much to the London media market, which along with Metro and City AM seems to be thriving despite speculation by naysayers that the market could not take such launches.
It is also providing unexpected opportunities, as Brand Republic reported earlier this week that News International is using the idea of thelondonpaper's street vendors to sell copies of The Sun, as part of its 20p cover price initiative in London.
Gordon Macmillan
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