News & Blogs

Monday 29 February: A ‘New Day’ in national press


After the sad announced closure of The Independent on 12 February (final publishing date of 26 March) and the usual ‘death of print’ conversations, we are excited to bring you more detail on the launch of a brand new title from Trinity Mirror called ‘The New Day’.

Zoe Harris, the group marketing director at Trinity Mirror Group and the publishing director for The New Day, said:

"The launch campaign captures the spirit of how our reader feels – upbeat and positive, and relishing life.Our social activity brings the reader into the inner sanctum of the editorial team, something usually shrouded in secrecy.This modern open approach typifies what the title stands for, and the relationship lapsed and lapsing readers are looking for with a newsbrand."

The New Day is a brand new launch following many months of research and planning. The launch plans to target lapsed newspaper readers and the current mid-market dominated by Daily Mail and Daily Express. It is targeting a circulation of 200,000 and will be available from 40,000 retailers. Editorially the paper will be very positive, promote enjoying life, be politically neutral and target a bigger female skew than competitors i.e. the sport section will run in the center of the paper rather than at the back

From a media perspective we know that –

  • Launch will be supported by a £5m advertising campaign. Activity will run across TV, social media, print and radio
  • A whopping two million copies are being distributed for free on Monday. It will then be published Monday – Friday every week
  • Print stock will be higher than competitors
  • It will be 40 pages and have a limited amount of advertising inventory available throughout the paper
  • Launch price will be 25p and increase to 50p after two weeks
  • A website will be launched following a successful launch

Strategically the launch could be a great way of stealing share in a market which Trinity Mirror Group currently do not operate in: conversely, getting lapsed readers into shops everyday maybe a much harder job. Trinity Mirror understand the print market, collectively with all their regional titles they are one of the biggest operators. They would not spend such a huge amount on a whim and without confidence that The New Day will be a success. I newspaper launched in 2010 after a lot depth research too, it now has a ABC of 273,882. So, will Monday 29 February be a New Day for national press? Well, yes, and we certainly hope it will be a great long term success too.