The Independent newspaper launched a new 20 page newspaper called ‘i’ in October 2010, which shares the same editorial staff as The Independent. Apply Consumer Behaviour theory to the launch of the ‘i’ daily paper and help Independent Newspapers boost their overall circulation.

Background
The Independent newspaper launched a new 20 page newspaper called ‘i’ in October 2010, which shares the same editorial staff as The Independent. The new paper is aimed at people who are short of time and is expected to attract readers and lapsed readers of quality newspapers.
The Independent’s owner, Russian tycoon Alexander Lebedev, also owns London’s Evening Standard newspaper.
Independent executive Andrew Mullins said ‘they were hoping the paper would not be a threat to the Independent itself’. He said: ‘The problem is that some of the Independent’s audience do not want to read the full variant during the week. They have a very busy lifestyle and they need something more concise and distilled. We think that if you provide something which is an essentially daily briefing it will bring people back to the quality newspaper market and then they may well trade up to the main Independent when they have more money and time. We are hoping to grow both papers’.
‘Time-poor newspaper readers, and especially commuters, have been telling us for years that they are inundated with information and just don’t have the time to read a quality newspaper on a regular basis,’ said Mr Mullins.
The UK’s 11 major national daily newspapers have seen their circulation shrink an average 5.75% in the last year to 10.3 million copies a day, according to industry figures.
The more expensive quality papers have suffered more than the cheaper tabloids. The Daily Telegraph, The Times and The Guardian have each suffered a drop in circulation of more than 10% over the last year while sales of The Independent, which costs £1, have fallen to just over 80,000 a day from about 250,000 three years ago.
The Independent’s new daily spin-off title, i, had an average daily circulation of 125,702 in January 2011 but this had increased by +47% to 196,176 in January 2014, according to Audit Bureau of Circulations figures released on 10/2/2014. The Independent said that combined daily circulation in November 2013 of both the full version of The Independent and i was 384,692. Alone, The Independent had a circulation of  80.000 in November, down 40% year on year.  Elsewhere in the national press, most daily and Sunday national newspapers reported a year-on-year decline in their circulations.
Assignment
Your task is to apply Consumer Behaviour theory to the launch of the ‘i’ daily paper and help Independent Newspapers boost their overall circulation. You have to consider and use at least four out of five of the following theory areas.