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"The existing two English newspapers, after several decades in the market, can't reach a circulation of 100,000 copies," Thanachai told a press conference at the Conrad Hotel.

However, 100,000 copies of XPress will initially be distributed at up to 4,000 selected spots around town, he said.

The media launch, which was followed by a dinner party, was the first step in the new paper's Bt100 million marketing plan, he said.

"We'll continue our activities during pre-launch, launch and post-launch to communicate to our target readers," he said.

Leading newspaper designer Mario Garcia took aim at readers aged 25-35 with a friendly and attractive format featuring big, lavish pictures, striking headlines and concise news stories.

The 48-page daily will feature content that appeals to the new generation.

"We want all readers to finish reading the newspaper in around 20 minutes," said XPress editor Tulsathit Taptim.

Readers can spend only a few seconds glancing at the headlines and photos to get the story idea, he said.

Garcia said the orange masthead reflects the colour of young readers.

"The colour represents warm, colourful and young people," he said.

After designing over 500 newspapers in his almost 40-year career, Garcia believes that no medium is being wiped out by another. "Young people still read but you have to make the product appeal to them."

Thanachai said the market for English newspapers for the young generation was still untapped and the English-language newspaper industry - unlike others - did not have clear segmentation.

"The potential is there and we think XPress will be the answer for advertisers who want to reach such a market. Previously, one English newspaper was produced for readers as young as 20 and up to 70 years old. It's amazing that one product can cater to all. XPress will be the paper for young readers and it will be the medium for advertisers to reach their desired target group," he said.

No major investment was needed for the new venture, so it should reach payback within its first month, he added.

The Nation