Murdoch to start evening paper in London

On Sept. 18, London will get its fourth free daily newspaper -- called thelondonpaper -- a colorful, 48-page afternoon publication aimed at a young, upscale audience. Owned by Rupert Murdoch's News Corp., it will have an initial circulation of 400,000 and will be distributed between 4:30 and 7 p.m. using 700 distributors. The paper will have a staff of 70, including an editorial team led by Stefano Hatfield, a former editor of Campaign, a marketing trade magazine.

London's first free daily was Metro, launched in 1999 by Daily Mail owner Associated Newspapers. Second was the Evening Standard Lite, which started in late 2004. The third was the independently owned City AM, which began last September. A fourth free daily is "a further endorsement of the free model which we think will be a big and prosperous market," City AM chief executive Jens Torpe told the LA Times.