This week Trinity Mirror, the publisher of The Daily Mirror as well as a number of regional titles, has launched a new national title – The New Day.
Two million copies of The New Day were offered free on Monday as part of the launch before being priced at 25p. Trinity hopes to sell 200,000 a day.
The New Day claims to be politically neutral, more optimistic and aims to provide, according to its editor, a deeper understanding of news issues in an effort to attract an audience which the newspaper claims no longer buy printed news.
So here’s my take on the latest edition to UK newsstands.
The design of the newspaper is a bit of a hybrid – part newspaper, part lifestyle magazine, part social media news-feed. It looks fresh, modern and an easy type of read. Although, I think the people with their eyes on sales figures would perhaps prefer to call the latter observation ‘accessible’.
Inside the pages the newspaper is introduced as ’40 pages of ruthlessly edited world events’ which aim to ‘inform rather than overload’. It claims to offer everyone a voice – not just journalists, politicians and celebrities – and write like people speak.
The stories in the first edition are a mixed bag – a feature called ‘Opinioneers’ which discusses age gap love off the back of news of Cheryl Cole (aka Tweedy, Fernandez-Versini) hooking up with a member of One Direction. A round-up of news stories called Today’s Essentials, Today’s Big Question which examines the proposed Snooper Charter and the Prime Minister going head to head with an art teacher on the issue of the EU referendum. Peppered throughout are a number of light-hearted features such as Laugh Out Loud Monday and 11 Days in the Life of.
For me it feels a little bit like the content I find on my Twitter timeline – a spot of news, some celebrity gossip and people sharing their views on current affairs. The New Day even encourages readers to fill some of the space typically filled by advertising with comments and selfies of them reading the publication.
Although it could be just this edition, I felt there was a definite focus on reaching a parenting audience. The front page story runs a report on child carers, there is a feature about who would intervene in a child being bullied and it felt like the type of content my friends who are parents could really identify with.
A stand out article for me was by Franki Cookney called We Are Not Ghosts We Are Human Beings which explores the rising practice of witch doctors paying up to £50,000 for the limbs of albino children in Tanzania. A shocking read, but in my view bloody good journalism which strangely sat on the penultimate pages of a paper.
So as someone who gets most of my news online I’m The New Days target. Would I buy the paper? The answer is yes if I was jumping on a train or fancied a spot of lunchtime or Sunday morning reading.
I really hope the newspaper does well, it would be a shame to see another title fall off the newsstands because of poor sales.