In August 2006, Rupert Murdoch's News International announced its intention of launching a free evening newspaper, The London Paper, to challenge Associated Newspapers' London Evening Standard (daily sales 390000).
Given that the Evening Standard was already believed to be loss making, the new competition could be fatal for the paper.
What steps might Associated Newspapers take to deter News International from launching its new paper, and if it goes ahead with the launch, what would Associated Newspapers' best response be?