Today's Independent comes in two formats: the new redesigned 88-page version retailing at £1 and a free 60-page version for free. Copies of the smaller version - which still includes the 20-page Viewspaper pullout but is without ads and is not full-colour - are being given away. Around 300,000 copies are due to be given away every day for 10 days. (It is understood that these will not count towards ABC figures). The paper's new owner, former KGB agent Alexander Lebedev, has yet to decide whether the paper will remain paid-for or go free or some combination of the two. The sampling exercise is supported by a poster campaign developed by Trevor Beattie's ad agency BMB and a viral ad entitled "Truth Matters".
