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i becomes first national daily to launch since 1986

New title aims to sell 250,000 copies on launch date.

The Independent is launching its spin-off title "i", designed to attract younger readers, today .

The new title will is designed to be concise with 56 pages and is priced at 20p.

According to the Guardian, it is the first national daily to launch since the Independent was launched in 1986.

The company is targeting to sell about 250,000-280,000 copies on the launch date, though it is publishing about 400,000 copies on Tuesday.

"We are creating a newspaper for the 21st century that is designed for people who have a thirst for information and entertainment in the limited time that they have available. i is a reader-led newspaper with broad reach and intelligence," said Andrew Mullins, managing director of The Independent

The paper has unveiled an outdoor advertising campaign, created by BMB, to support the launch of "i". The campaign carries a catchy marketing slogan: "'i' is, are you?"

Phd agency's Andrew Power told the Guardian that the "smart move" would test whether there was a market for a succinct, quality title.