The move comes two months after JP acquired the free weekly Brighton & Hove Independent, which runs in competition with the city’s daily Newsquest title, The Argus.
While no further details have been released about who will staff the new Eastbourne Independent, its companion website lists its address as being Argus headquarters.
The moves comes as Gazette editor Gary Shipton revealed the paper would be switching from tabloid to broadsheet format as part of an upcoming relaunch.
No print launch date has yet been set for the new Eastbourne title.
Commenting on the launch, media commentator Roy Greenslade, who lives in the area, wrote: “Something of an old-fashioned press war has opened up between Johnston Press and Newsquest on the south coast since JP acquired the Brighton & Hove Independent in July, thereby offering competition to Newsquest’s Brighton Argus.
“The Eastbourne Herald greeted its owner’s acquisition by remarking that its advertisers would ‘now have the opportunity to reach potential customers in Brighton and Hove’.
“So, with a Johnston Press tank on its Brighton lawn, Newsquest clearly thinks it needs to place its own tank on the Eastbourne lawn. To that end, it has already launched an Eastbourne Independent website.
“That kind of newspaper competition is even more of a return to the past than the Gazette’s broadsheet move. And there’s nothing wrong with that, of course. Readers and advertisers (and journalists, hopefully) are the likely beneficiaries.”
When JP took over the Brighton Independent in July, the paper claimed a weekly circulation of 13,005 copies.
Johnston Press South MD Karl Dimmock assumed responsibility for the business, with Gary overseeing editorial
Other competitors in the city include the web-only Brighton and Hove News, run by former Argus deputy editor Frank LeDuc, while Worthing Journal editor Paul Holden has also spoken of plans to launch a sister paper there.
No-one from Newsquest has been available for comment on the proposed new launch.