The Independent, the loss making quality daily newspaper, may be fully tabloid by the end of June.

The title, which originally launched as a broadsheet in 1986, has been gradually replacing the old format with a tabloid alternative nationwide.

This week the south-eastern commuter belts of Kent and Surrey are the latest recipients of the new format.

Sales which stand at more than 258,000 have increased by more than 15% since the experiment started in the London region last September.

By adopting a new format The Independent appears to be successfully combating a downward trend in the newspaper market.

However it needs to make tremendous headway if it is to overtake the 376,000 circulation of its nearest rival The Guardian.

The Times, The Independent's other rival boasts sales of 658,000. It too is declining. However Times owner, Rupert Murdoch, never one to miss an opportunity, relaunched the title as tabloid on the back of The Independent's success.

According to industry estimates, Independent News and Media, owned by former Heinz boss Tony O'Reilly, has ploughed around £5million ($8.9m; €7.4m) into The Independent's new format.

Data sourced from:; additional content by WARC staff