The Independent's youthpaper: young, perky, but not red all over

Nine years ago the Chicago Tribune decided it didn't have enough twentysomething readers. Let's start a swinging, stripped-down Trib Lite, they said, to get them reading again. Let's sell it for a puny 25 cents. And let's call it something cool, like Red Eye . Surviving to this day, Red Eye is still copied (most recently in St Petersburg, Florida). But what's this? Here comes the Independent (whose owner is more familiar with a different St Pete), reputedly planning a swinging, stripped-down, 20p Indy Lite for 18-to-34s. A deft, cheap, but not exactly original notion. The idea is to call it "i", after Portugal's new swinging paper. No, not "Red i". Mr Lebedev wouldn't like that.