But this is different. Not because there are radical changes to the product - but because there aren't. Previous relaunches have been about changing the paper, the layout, the order, the aesthetics. But Indy readers aren't that interested in a new layout. They're happy with the one they have.
Good journalism is a more convincing reason for choosing what to read than the look of the typeface or the order in which the news falls.
The move to a tabloid format has removed a major barrier to the broadsheet market - that they're just too big to read. By making its broadsheet accessible, the Indy has done what no paper has managed without hacking away at price and profitability - brought people into newspapers.
The Times is wise to follow suit and we wait with interest to see how and if the Telegraph and Guardian respond.
The format of newspapers does not define their readers. It simply meets their needs. Now that's what I call great marketing.