In the first full month since London Lite - a free daily tabloid - faced no direct competition for readers, its circulation barely budged, Newspaper Innovation reported yesterday.

Cream on October 2 predicted that the likely closing of London Lite is foreshadowed by the recent shuttering of thelondonpaper, as well as London Evening Standard's move to a no-fee business model. London Lite, also free, is owned by Associated Newspapers, which has a 75% stake in the London Evening Standard. Much of Lite's editorial content is supplied by the Standard, Brand Republic reported October 2.

In an unrelated story, the Guardian today repeated that the London Lite seems likely to follow in thelondonpaper's footsteps.

Rate card advertising pages for the Standard are currently about a quarter more expensive than Associated's London Lite, MediaWeek reported October 2, reflecting the premium advertisers place on the currently paid-for title.