The New Day: ‘modern, upbeat newspaper for modern, glass-half-full kind of people’
The New Day hit newspaper stands today (29 February), a colourful, succinct addition to print, which has been ruled predominantly by traditional black and white, long-form content.
The New Day’s 'mission statement' said “We know this can’t just be another newspaper. It has to be a new type of newspaper.”
Alison Phillips, editor of The New Day, continued on this point in her introduction to the paper, saying, “We like to think we’re a modern, upbeat newspaper for modern, glass-half-full kind of people.”
This comes as a response to many in the industry who reacted to the announcement that Trinity Mirror would be launching a new paper, saying it "doesn't make sense" and would be short-lived.
The paper has a unique offering, pulling away from political bias and men and women sections - "We know women are interested in a whole lot more than diets and handbags."
The New Day’s operations are still modest, “a small team of committed writers”, but the paper is polished, with big pictures and short features that are mostly light-hearted in their nature. It is a fast-paced 40 page paper in 'newsfeed-style', developed as a reaction to the thinning attention span of modern readers.
Phillips added, "We want to make sure you are made aware of the important things going on in this frantic, modern world where all too often we are bombarded by news alerts and information. Yet still we are frequently left feeling ill-informed."
"We know life is often difficult and sometimes painful. And we’ll reflect that. But we want to have a laugh too. Life’s too short not to."