The Independent's Simon Kelner, editor in chief, wrote in the launch issue:
“Welcome to a new kind of paper
Welcome to i, the first quality newspaper to be launched in Britain for almost 25 years.
Brought to you by the award-winning team at the Independent, it’s not only a new paper, but a new kind of paper, designed for people with busy, modern lives. Colourful and accessible, concise and intelligent, it’s your essential daily briefing. Packed with news, views, entertainment, business and sport, it’s the perfect way to start your day - and at a much more affordable price than a cappuccino.
We know that, as with any new product, it will take you a little time to feel comfortable with i. But we have tried to make everything as logical as possible, taking seriously our role as your guide through a world overloaded with information. The matrix on pages two and three is designed to give you an overview of today’s main news stories and is replicated in business and sport, so that you can get everything you need to know at a glance.
Similarly, our TV guide on the centre pages is edited with the modern viewer in mind. Our IQ pages keep you up-to-date with the ideas and trends that matter; and, throughout the paper, you will find a number of regular features to inform and entertain (please see our five-clue crossword on page 9).
In short, we believe i is a newspaper with quality, convenience and desirability. It’s designed with you in mind, so it’s your newspaper. We hope you’ll like it. We know you’ll let us know what you think.”
