On Monday, The Baltimore Sun launched b, a free daily newspaper and website, which targets readers from 18-34, similar to parent Tribune Co.'s RedEye. They had announced developing 'b' in February as a step to broaden the Sun's audience in times of "declining revenue and increased competition," according to the Baltimore Sun website.

The first 40 page issue featured a cover story of reader's photographs shown at sites around the city, and included a section of reader "rants" and opinions. The first issue had 75,000 copies, distributed in 1,000 bright orange boxes in 1,400 drugstores, convenience stores and athletic clubs in metropolitan Baltimore. Also, about 70 volunteer employees handed out "samplers."

"It really is going well," said Timothy J. Thomas, vice president of business development, who expects distribution to grow to 100,000. "They're kind of flying off the shelves."

Steven Duke, associate professor of journalism at Northwestern University, said similar young adult-targeted newspapers, such as RedEye, have succeeded by distributing in places where young readers congregate.

He acknowledged that the economy presents challenges for new publications. For instance, the free daily BostonNOW was just shut down due to economic reasons.

With a staff of about 20, the tabloid newspaper and website has a focus on news, sports, entertainment news, blogs, and listings geared to its readers. A third of its content is planned to be reader-generated material. The tabloid also has content-sharing agreements with local radio stations WTMD-FM and WNST-AM. Online readers will have to opportunity to upload photos and videos.

"This truly is a daily conversation with our target audience," said Brad Howard, b general manager.

Sources: Editor & Publisher, Baltimore Sun