So what did you think of the London Paper and Lite?
Well they've both gone for the colour Purple - says it all really There's little to compare. I saw the ads for the London Paper which use purple and my first reaction was this is the new Metro ... ah but no it isn't. Talk about me too advertising / design and I am a planner never mind the poor punter in the street The format is lite it is another addition to bitesize dumb down culture to give to those dizzy commuters who need a bit of light relief after a hectic day at The Office. Both papers appear to be going for the same need / want / whim The editorial was very similar in style highly indistinguishable from each other tone of voice etc not to mention they both went with the same lead story that of the crocodile hunter...as a consumer this simply means I can pick any of those two without any conscious effort to be loyal or pick one because I like it is a bit like asking someone do you want chips or chips ... Lite is claiming a FIRST with the London Paper a split second behind ... talk about first mover advantage and fast follower advantage. Interestingly though there are some consumer generated content in Lite with columns like Citizen Reporters naturally reported by you and me. I think there could be something interesting in this if it is pushed further for example imagine an evening paper half written by consumers that day in all fields the city broker dishing the dirt on his boss, the estate agent commenting on the hottest neighborhood in his property watch and you get a different Londoner to do it everyday then it truly puts Londoners in London's first evening Paper. The London Paper appears to have better listings or at least better layout. Naturally I only gave both papers about 1 minute each yesterday which is probably more than the punters in the street who simply refused the distribution method of can I shove this BIG leaflet in your hand sir....and then you walk another ten meters for another one dressed in purple trying to shove another BIG leaflet in your hand and you ask yourself why?