UK: the evening freesheet war begins

Today can officially be considered the start of the London afternoon free newspaper battle between Associated Newspapers and News International. The two publishers have been preparing for this moment all summer as a combined 800,000 copies between them will now be distributed to evening commuters.

News International's thelondonpaper launches today at 4:30 GMT and will be dished out by 700 distributors around the city.

London Lite, Associated's freesheet originally planned for launch in 2007, hit the streets last week in a rushed attempt to compete with NI

There are several major points to consider as the battle unfolds:..