Launched by the publishers of The Independent, i is a light version of its sister title, aimed at bringing lapsed readers back to newspapers.

The paper, which is printed at Trinity Mirror's Watford site, has been marketed as a tabloid for young professionals who want something more than a freesheet to read on the way to and from work.

The title is tabloid-sized, while today's edition had a 56-page pagination, and has a 20p cover price. It contains a high proportion of bitesize news stories, coupled with the Independent's usual analytical style features.

Each of the key sections, news, business and sport, contains a mix of news stories that can be quickly consumed coupled with more in-depth articles.

Sections in the publication include News, Views, TV, IQ (its celebrity and lifestyle section), Business and Sport.

Launching the publication, editor-in-chief Simon Kelner said in his editorial that i was a "new kind of paper, designed for people with busy, modern lives".

He added: "Presented for rapid consumption, it's the perfect way for an intelligent person to start the day – and at a much more affordable price than a cappuchino. We believe i is a newspaper with quality, convenience and desirability."

The launch issue also contains testimonials throughout, including one from former Oasis guitarist Noel Gallagher, who said: "It's a top idea to have a paper for clever people who can't be arsed to spend hours reading every day."