Independent to increase ad rates by bundling with i

The Independent is set to double its ad rates by bundling space in its new spin-off i, promising a combined circulation of 340,000, according to the Guardian.

Up until now, ads that have been booked in the Independent have also appeared in the 20p i free of charge, however, executives working for Alexander Lebedev are reportedly in talks with media agencies about increasing rates on the basis of combined slots.

The Independent has a circulation of 175,002, with paid-for sales of 87,440, according to December’s ABC data. This means that the i will need to be hitting sales figures of around 160,000.

No official ABC figures have been published for the i, although the title was thought to be averaging around 60,000 copies a day at the end of last year (after launching in October).

An ad campaign for the 20p title is currently underway with sampling, posters, sponsorship and a TV ad, which features Dom Joly and Jemima Khan.

The campaign is understood to have pushed daily sales of i to 120,000 copies.

According to the Guardian, industry sources claim the Independent‘s negotiations for combined ad rates is based on a promise for paid-for sales only, not free giveaways.

However, sources believe an advertising rate increase for a bundled package will be difficult to achieve, particularly as there are no official sales figures for the i yet.

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