The paper was created at a time of a fundamental change in British newspaper publishing. Rupert Murdoch was challenging long-accepted practices of the print unions and ultimately defeated them in the Wapping dispute. Consequently, production costs could be reduced which, it was said at the time,[by whom?] created openings for more competition. As a result of controversy around Murdoch's move to Wapping, the plant was effectively having to function under siege from sacked print workers picketing outside. The Independent attracted some of the staff from the two Murdoch broadsheets who had chosen not to move to his company's new headquarters. Launched with the advertising slogan "It is. Are you?", and challenging both The Guardian for centre-left readers and The Times as the newspaper of record, The Independent reached a circulation of over 400,000 by 1989.