From next Tuesday, British national daily newspaper The Independent will be available in the Greater London area in two sizes, becoming the world's first newspaper to give readers a choice between the traditional broadsheet size and a new tabloid format.

Explains editor-in-chief Simon Kelner: “The concept of consumer choice is not a new one across a whole range of products. This is the first time this idea has been embraced in the newspaper market. Our readers, particularly those who commute to work, have long expressed a desire for a more convenient format for their newspaper. From Tuesday, we shall be satisfying that need,"

Commented Andrew Neil, media columnist for the rival London Evening Standard: “Judging by the dummy editions, the tabloid Independent certainly looks a serious newspaper. It is clearly a chip off the old block.”

While Claudine Collins, press director at media agency Mediacom enthused: “It's a fantastic idea, because there are a lot of people, myself included, who want a more intelligent read but I cannot go on the train or Tube and read a broadsheet newspaper.”

Data sourced from multiple origins; additional content by WARC staff