Trinity Mirror Confirms Launch of The New Day
Trinity Mirror has confirmed the launch of paid-for daily title The New Day.
Launching on Monday, The New Day will be a paid-for daily paper published Monday to Friday, available through all key retailers including supermarkets and newsagents.
Trinity Mirror said it will be an entirely new newspaper, not a sister title or light version of the Daily Mirror.
The New Day will cover news and topical content but with a modern style and tone, aimed at a wide audience of women and men who want something different from what is currently available.
It will report with an upbeat, optimistic approach and will be politically neutral. It will cover important stories in a balanced way, without telling the reader what to think, Trinity Mirror said.
The New Day, which will run to 40 pages every day, will be printed on high quality newsprint and be visually striking.
It will be available for free from over 40,000 retailers on its first day, Monday 29 February, and then will trial at 25p for two weeks before retailing at 50p after that.
Alison Phillips, The New Day editor, said: “There are many people who aren’t currently buying a newspaper, not because they have fallen out of love with newspapers as a format, but because what is currently available on the newsstand is not meeting their needs.
“This paper has been created as a result of customer insight and is the first newspaper designed for people’s modern lifestyles.”
Simon Fox, Trinity Mirror chief executive, 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.”