i Editor's Letter: New i advertisement



So, have you seen it yet? What do you mean, “seen what?” The new i advertisement, that’s what. You might even have caught it on breakfast television this morning.

Like the ad we had at the start of last year, which featured Dom Joly and Jemima Khan, this one features two well-known faces. There’s i columnist and broadcaster Mark Steel, and actress and comedian Ronni Ancona. There’s also i reader Ruya Niazi, who is such a natural, I had to get someone to tell me which one she was. In case you have the same problem, I’ll give you a hint – she’s the one sitting on the bench, wearing a green jumper who wants a paper that lasts more than five minutes.

The advert launches today on all the main commercial channels. Do tell us what you think of it – we’re dying to know. I’m biased, of course. I think Mark Steel is a brilliant burster of British bubbles of pomposity (and rather good-looking, too). He never fails to make me laugh, whether he’s writing in i, or appearing on Have I Got News For You.

And Ronni, I’m delighted to tell you, is as charming in real life as she is hilarious on screen. If you don’t catch the ad on TV, you can see it on YouTube, as well as a short behind-the-scenes film featuring Mark and Ronni, and i editor Stefano Hatfield (who is back from holiday later this week).

I know Stef would agree the past year has been fantastic for i. Since launch in October 2010, it has built up a circulation of more than 200,000, and has won two major media awards. We’re thrilled with the support you have shown us, and hope the new ad will take i’s winning formula of concise quality journalism to an even bigger audience.