I (newspaper) I (newspaper) The i is a British newspaper owned and published by JPIMedia, which also publishes the "Yorkshire Post" and "The Scotsman". It is aimed at "readers and lapsed readers" of all ages and commuters with limited time, and was launched on 26 October 2010, costing 20 pence. The "i" was launched as a sister paper to "The Independent" (with which it shared some content), but was bought by Johnston Press in February 2016 when "The Independent" moved to digital-only publication. The "i" came under the control of JPIMedia a day after Johnston Press filed for administration on 16 November
Slogan receiver interprets them. Therefore, the slogan has a large job in portraying the brand (Dass, Kumar, Kohli, & Thomas, 2014). Therefore, the slogan should create a sense of likability in order for the brand name to be likable and the slogan message very clear and concise. Dass, Kumar, Kohli, & Thomas' (2014) research suggests that there are certain factors that make up the likability of a slogan. The clarity of the message the brand is trying to encode within the slogan. The slogan emphasizes the benefit of the product or service it is portraying. The creativity of a slogan is