A new free weekly newspaper aimed at people aged between 20 and 35 is hitting London's streets.
The London Line will be available from 'honesty boxes'
Some 30,000 copies of The London Line will be distributed every Thursday afternoon, starting this week.
Founder Damian Kahya says he hopes it will "fill a gap in the market" with analytical news and in-depth features on the arts.
Londoners can pick up a copy outside Tube stations from "honesty" boxes in return for a donation of 1p.
The first issues will be 24 pages long and Mr Kahya says it should grow to 32 pages within the first few months.
He also plans to see distribution rise to 50,000 issues each week.
Mr Kahya told BBC News: "We felt there was something lacking and the Evening Standard readership for the 20 to 35 age-group is pretty low.
"We wanted to do something that was liberal, like we think a lot of Londoners are, and that concentrated on the arts.
"It's different to the Metro because that's short information in the mornings and we want to take an in-depth look at things."
Commuters will be asked to give either1p per copy or 50p in one go to cover their year's subscription.
The boxes will be re-filled from Thursday to Monday with the same issue.