Yesterday's Independent spin-off i did its best to pitch itself as small-but-smart, despite the clunking strapline ("The paper for today" - perhaps shrunk down from "The paper for Today readers who have been a bit bereft since Murdoch closed that title" to fit the space?) and a confusion between "brief" and "rushed".
There was quite a large clunk, though, in the form of an oh-so-Mirroresque "I love i" box in which one of our great thinkers welcomed the new paper.
I say great thinkers; I mean Noel Gallagher:
It's a top idea to have a paper for clever people who can't be arsed to spend hours reading every dayYou're smart, but, oh, reading is such a chore, isn't it?
Did anyone think through whether this was really the message for day one? That i is a paper for those who Noel Gallagher would consider "clever"?
I think I might want my 20p back.