thelondonpaper lays claim to quality tag

Evening freesheet thelondonpaper has released research that it says proves it has more in common with quality newspapers than rival London Lite.

The research by Taylor Nelson Sofres involved nearly 2,500 people who
live or work in London Tube Zones 1 or 2. Using a technique called
Semio, respondents were asked which brands and newspapers they were

loyal to and asked to rate 210 different words on a scale of -3 (very
negative) to 3 (very positive). TNS was able to identify which readers
were more likely to react positively to certain brands and ideas.
The survey found thelondonpaper readers were more likely to identify
with upmarket brands, such as The Times. Lite readers were more likely
to identify with tabloid newspapers, such as The Sun.
Michael Craig, advertising director of thelondonpaper, said the survey
set them apart from the Lite and would help secure advertisers that
readers would identify with. "This research gives us an amazing insight
into our readership," he said.

Media Week 09-Oct-07