The first snap sales estimates for Trinity Mirror’s old fashioned experiment in print publishing have come in and they suggest that the title is racking up sales of around 150,000 a day since the launch of New Day on Monday.
It is believed that 2m copies of the national daily were distributed to 40,000 retailers on Monday in order to drum up interest amongst consumers, with 500,000 of these returned unread, despite them being free for the first day.
On Tuesday Trinity began charging 25p for the 40 page title which led to sales falling to just 153,000 before slipping again to 148,000 the day after on print runs of 800,000 – according to industry estimates.
This came on the back of a £5m television advertising campaign including a TV push exhorting viewers to ‘Seize the New Day’.
It is believed that the publisher is hoping to reach daily sales of 200,000 for its newest paper although it is believed the break even figure sits at around 100,000 as it prepares to double the cover price to 50p in a fortnight.
Trinity Mirror is keeping its own figures close to its chest meaning an accurate picture isn’t likely to emerge until May when the Audit Bureau of Circulations publish their report.