How the Standard will fight off new paper - possibly

Branwell Johnson of Marketing Week argues that London's Evening Standard is in a weak position as it faces up to next month's launch of News International's free afternoon newspaper. He says "insiders" suggest that the Standard's defence will involve the distribution of a London Lite free edition later in the afternoon at the expense of the current free edition available at noon. Though he writes, "Wilder speculation suggests the Standard could go completely free to undermine the new rival", he declines to say whether he agrees. (Via