The document discusses launching a new digital news product called Inews.co.uk in a competitive market. It emphasizes that Inews will differentiate itself by focusing on the essential news in a concise, impartial and transparent manner to save readers' time. Inews aims to inform readers on topics they didn't know they were interested in and connect them to stories they want to share. The key takeaways are that tone, approach, voice and inclusiveness can be unique selling points for Inews, helping readers simplify and make choices in news is valuable, and focusing topics with a clear commercial proposition will help Inews stand out.

1. Launching Inews:
differentiating a news
product in a
competitive market
Jeff Moriarty
Chief Digital and Product Officer, Johnston Press

2. Many of the things i readers like about the title are attributes it pulled
from the digital world when it was created
Convenient Fast
InformalSignposted navigation
Paper format makes for an
easy read – especially
convenient on a commute
(busy trains/buses etc)
Clear, colourful tabs allow
you to manage your journey
through the paper – and go
directly to the parts that
interest you
As the “new kid on the block”
The i is a breath of fresh air
when compared to more
traditional Fleet Street titles
The i delivers a concise
version of the news –
articles are usually shorter
and contain less “waffle”

3. So digitally, how could we compete?
● The essentials, right now
● The matrix -- what’s trending
● Mix of short and long form
● Unique opinion
● Local + national
● Choice navigation

4. What Inews.co.uk stands for...
● Trusted - tries to be as impartial and transparent as possible
● Saves you time - rather than a time wasting site.
● Informs - it’s for people who like to know things, and for people who
like to learn
● Introduces - you to stuff you didn’t think you even wanted to know
until you discovered them with us
● Connected - it’s the sort of stuff you want to tell your friends about
● Self aware - knows it’s part of the media
● Accessible - to all. Avoids language that excludes people.
● Avoids snark -- and unwarranted personal attacks.

6. Key takeaways
1. Tone, approach, voice and inclusiveness can be USPs
2. Helping people simplify and make choices is a consumer need in
news and other topic areas
3. Focused topics, with a differentiated commercial proposition
“What is the impact of this article? What is the emotional takeaway? How have
you increased this feeling and made it more obvious?” -- Felicity Morse