"In the future, everyone will get a seat on public transport, the seats will be bigger, there will be more room to stretch out, but until that happens, make your commute a bit easier with the new commuter sized Times. The new compact Times. Born to Commute".
Then when I was on the tube today I did see a hell of a lot of people with the new Times and it is going to be loads better sitting next to people who are not going to knock you out when they turn the pages of their paper.
Apparently sales of The Indie rose by 40,000 a day when they added the tabloid alternative and it does make you wonder whether the others will go the same way, at least in London.