Independent launches six-figure marketing push for Daily Edition subscription app ahead of print closure

ESI Media has revealed that is spending a six-figure sum promoting its paid-for Independent app for smartphones and tablet devices.

The move comes as the publisher prepares to publish the final print edition of The Independent on 26 March.

The app was launched on 8 February and is available via Google Play, Amazon, iTunes and directly from The Independent.

It is described by the publisher as a "virtual" print edition – "fully curated, sectioned read, from its high-impact front page through an average of 100 articles each day including News, Voices (The Independent’s Comment section), Business and Sport, and featuring such esteemed editorial talent as Robert Fisk, Patrick Cockburn, Simon Calder and Grace Dent".

Independent digital editor Christian Broughton said: "The Independent Daily Edition is a brilliant new way for our growing audience to access our world-class quality journalism. As one of many innovations to support the growing demand for our content, the new app will deliver everything consumers love about The Independent in a way that fits their daily media consumption habits."

The app will be promoted on Facebook, Twitter and elsewhere online. Readers are encouraged to sign up for a month for free. The usual monthly price is £12.99.

ESI media managing director digital Zach Leonard said: "This investment in both The Independent Daily Edition and its supporting marketing campaign is proof that, as a business, we are delivering on our strategy to build a truly global digital newsbrand. As we continue to grow our digital reach each day, the new app will only extend this further, whilst preserving The Independent values and brand."

The app currently replicates the print edition. When the print edition goes it will try to continue to provide a print-style reading experience and include content which is not available for free online.

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