New Day – Print Success Story or Doomed for Failure?
This post was written by Claire Wood, Account Director @LexisAgency.
Following the closure of the Independent and Independent on Sunday print newspapers last month, it’s a bold move from Trinity Mirror to bring out the first new national print newspaper in 30 years. The launch of New Day for me, as an advocate of print media, marks an exciting moment during such a shaky time for print media sales as online continues to prosper. But will it succeed?
The paper’s publishers are doing plenty to stand out from the crowd. From the unusual layout – with the sport content in the centre – to a politically neutral approach, an online presence restricted to social media and a plethora of bite-sized news snippets, New Day is more Take a Break meets the i than a new red top.
Almost two weeks in and the publication has been welcomed by the inevitable mixed reception. Some say it signifies the beginning of the end of the daily newspaper while some commend its courage and fresh approach.
Many of us, myself included, may prefer a rather more in-depth and analytical approach to news telling. But there is a market, particularly amongst the time-poor, for a paper that focuses on concise, factual reporting.
One reason why online and social content is outperforming print based media is its use of digestible, shareable content which readers can consume easily whilst on the go. New Day emulates this through bite-sized stories which keep its readers on top of the news agenda and suit our increasingly short attention spans.
Choosing social media but no website presence whatsoever is an unusual approach, particularly for a publication targeting 35 plus women. And only time will tell if this audience decide to pick New Day over a popular weekly lifestyle magazine.
With a 200,000 daily sales target at 50p a copy, it remains to be seen whether a new player in the battleground of print media can survive. All eyes will be on the daily come May when the Audit Bureau of Circulations figures reveal a print success story or another victim of the digital world.