Trinity Mirror is taking a gamble that the UK newspaper industry still has some breath in it with the launch of The New Day, the first standalone national daily to be launched in Britain for 30 years.
The weekday title will launch on 29 February for free and then retail at 25p for a two week trial period before being bumped up to 50p and is being touted as politically neutral and balanced with a contemporary style and tone.
Stretching to 40 pages it will be an entirely new and independent outlet, with Trinity Mirror stating that it will not be a paired done version of its Daily Mirror tabloid.
Simon Fox, chief executive, Trinity Mirror, said: “Over a million people have stopped buying a newspaper in the past two years but we believe a large number of them can be tempted back with the right product. Revitalising print is a core part of our strategy in parallel with digital transformation and there doesn't have to be a choice between the two – newspapers can live in the digital age if they have been designed to offer something different.”
Josh Krichefski, CEO, Mediacom UK; “Launching a new title is a brave move by Trinity Mirror, but it is not foolhardy. Millions of people still buy and enjoy the print experience, and to have a new title specifically created as a companion for digital, developed entirely from consumer insight provides a really interesting context that should prompt advertiser reappraisal of the medium.”
Alison Phillips has been appointed as editor of The New Day.