Trinity Mirror is set to launch the New Day this morning – marking what will be the UK's first fresh national newspaper in over 30 years.
With the first edition due to hit shelves Monday morning (29 February), the editorial team have stopped working on dummy runs and started working on the new national title for real today.
The publisher hasn't been shy in promoting it, splashing £5m on an ad campaign to trail the launch. Created by Quite Storm the 'Seize the New Day' spot pushed the paper's "new approach", revealing that it won't have a website and will instead print snippets of popular online reads.
Despite the lack of online presence, the New Day is being billed as a "newspaper for the digital age" and will adopt a news feed-style approach to curation. Designed with a "time poor" audience in mind.
Editor Alison Phillips has promised that the paper will provide reader's with "what they need to know in 30 minutes". The publication will retail for 50p and will be 40 pages long.
Alongside executive editor Barry Rabbetts, Phillips has been teasing followers on Twitter and giving potential readers a sneak peak at what's happening behind the scenes.
Sharing an infographic outlining the new paper's mission statement, Rabbett's revealed how the product is set to outshine its competitors on the newstand.
Speaking on the Andrew Marr show on Sunday (28 February), Phillips said the New Day was going to be a "very different type of newspaper," after Marr pressed her on whether launching a new paper in the current climate was a "mad thing to do?".
"Our key plan is having balanced opinion, we're not going to be telling our readers how to think we believe that those days are gone now and that people want to have that balanced opinion from which they can draw their own conclusions," she asserted.
Pledging a more "positive" approach to news, Phillips added said: "We found that one of the things that was really causing people to lapse out of newspaper readership was this relentless negativity."
Commentators have suggested the paper is looking to emulate the success of the Independent's i title, which the publisher sold to Johnson Press for £24m a few weeks ago when it announced plans to shutter the Independent and the Independent on Sunday. But, with Trinity mirror only recuperating 13p from digital for every £1 of print revenues lost it's plain to see why it's turning to to print to bridge the gap.