 The paper, edited by Stefano Hatfield, was targeted towards young readers, with emphasis on celebrity and more light hearted news, there was little analysis of news stories and the paper used many images and much colour.As a consequence of the launch of "The London Paper" as well as Associated Newspaper's own "London Lite", the "Evening Standard" attempted to go more upmarket, emphasising the difference between the free newspapers and itself by adding the tagline "The Quality Newspaper" across the top of the front page, this changed on 12 October 2009 when, after a long history of paid circulation, the "Evening Standard" became a free sheet, replacing the "London Lite".