Editor Simon Kelner obviously did his research ahead of the launch of the Independent's new newspaper, i, today. "The perfect way to start your day," he writes in his welcome on page three, "and at a much more affordable price than a cappuccino."
Kelner must have seen me coming, I think to myself as I slurp on my coffee (an Americano as it happens) and start flicking through the tabloid-size publication, marvelling at the layout and mentally applauding the font selection.
In the first edition there's a pleasing mix of news, spotlights on emerging stories, resourceful reinvention of old stories and stylish fluff - the question of whether or not Bert and Ernie from Sesame Street are about to come out of the closet was pitched at just my level for this time of day.
The paper shows what audience it's going after by its inclusivity, too. There's a lot of information served in bite-size chunks, ten-point lists. Blogs and tweets are given their rightful place, sending a clear signal that these are seen as valid sources of material. There are summaries of other opinions. Multiple stories and trends are included on one page with reasonably helpful infographics. All this provokes some internal debate, making the broadsheet of the man sat next to me on the Central Line feel like a thesis by comparison.
And perhaps it's that which is i's initial appeal: it's for busy people. People who need to feel in touch but can't commit. People who don't object to spending 20p to read something which isn't a free-sheet or forces them to question whether something is entertainment or just shameless PR.
And at a time when we're all - journalists and their audience - understandably obsessed with deficits, it's also a daring move to publish something new. Something which bears a striking resemblance to the free-sheets already littering public transport; and to charge what feels like a nominal fee for it too.
