Can Lite Reach Parts Other Papers Never Reach? ; the Standard's New Free Edition Is Blazing a Trail to Tempt the Ipod Generation of Readers

Summary

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WHEN this newspaper published its new, free Standard Lite for the first time yesterday, I did everything by the book. I presented myself to a newsseller between the hours of 11.30am and 2.30pm. I checked that I was within that part of London which lies inside the Circle line. Yet the vendor gave me an old-fashioned look when I asked for a copy. He had rightly divined that I, old and studious, was not part of the desired readership.

The launch of Standard Lite is the most precisely targeted newspaper initiative that I have ever seen.

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Extract

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Can Lite Reach Parts Other Papers Never Reach? ; the Standard's New Free Edition Is Blazing a Trail to Tempt the Ipod Generation of Readers

One of the familiar difficulties with editing and marketing newspapers is that they have such a wide range of overlapping readerships. Standard Lite...

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