LONDON: News International, NewsCorp's UK arm, has brought forward the launch date of its new London freesheet, thelondonpaper (TLP) in an attempt to wrongfoot the spoiling plans of rival Associated Newspapers.

Associated, which has long enjoyed a monopoly of the London post-noon newspaper market with the paid-for Evening Standard, planned to beat Murdoch to the punch with the introduction of a second freebie - London Lite - timed to coincide with with the TLP launch.

However the savvy ex-Oz magnate saw the sucker-punch coming and promptly advanced TLP's launch date by two weeks to September 4. Both papers will be distributed by hand in central London with a 400,000 daily print run.

Data sourced from Brand Republic (UK); additional content by WARC staff