Trinity Mirror To Unveil New Tabloid Title

Trinity Mirror is to launch a new weekday tabloid newspaper called New Day later this month, according to unconfirmed reports.

According to Sky News, New Day is expected to launch on 29 February – the same day as Trinity Mirror’s annual results – and initially be priced at 25p.

It would contain a mix of national, lifestyle and entertainment news and be aimed at the mid-market.

The paper is expected to have a print run of around one million copies, although that would depend on consumers’ reaction to the launch of the title. A report in Campaign said the publisher was expecting to achieve a paid-for circulation figure of around 200,000.

Media agencies are reportedly being briefed on the launch plans and the company is said to have secured distribution arrangements with major retailers.

Sky News said that Trinity Mirror had “enjoyed a revival under Simon Fox, its chief executive”, who had “placed a number of seemingly counter-intuitive bets on consumers’ continuing appetite for print-based news, with circulations continuing to decline.

Last autumn, he acquired control of Local World in a deal worth nearly £200 million, while it also held exploratory discussions about acquiring the Express and Star titles from Richard Desmond, the billionaire owner of Northern & Shell.”