The New Day, in my opinion, isn’t different and I’m not sure it will survive.

Monica Green, Partners Group director

 
 

Have newspapers had their day?

As other newspapers watch their reader numbers fall, Trinity Media took the brave – or foolish? – step and launched a daily newspaper The New Day on 29th February.
 
In this digital age, the country's first new standalone national title in 30 years was published just two weeks before the Independent and Independent on Sunday newspapers put out their final print editions, on 26 March and 20 March respectively. The titles, which faced declining circulation, will continue as online-only publications, reflecting the way in which many of us now consume news. The New Day by contrast doesn’t have a website, but will use social media to engage with readers.
 
With newspapers posting more content online, sales over the next few years are likely to continue to decrease. Indeed, in 2014 a study in the US revealed that Facebook is the second-biggest source for Americans with Internet access to get their political news, trailing only behind local TV. Since the start of 2016, the Daily Mail, which is the UK’s most popular print and online newspaper (and targets the same readership as the New Day), has reported a 20% fall in print revenues.
 
So what makes The New Day different and will it survive?
 
The New Day, in my opinion, isn’t different and I’m not sure it will survive. It is presented in a way that is designed to appeal to female and male readers (with the emphasis towards women) between the ages of 35 and 55 and will sell for 50p. It’s aiming for a readership of 200,000. Trinity Mirror says the newspaper is designed to be "visually striking" with "an upbeat, optimistic approach” giving “a ruthless edit of the day” for “time-poor” readers. To me, with the exception of the upbeat approach, that seems very similar to the Metro – and that’s a free title.
 
In a year when the country faces an historic vote on its membership of the European Union, The New Day promises to be "politically neutral", presenting unbiased information so that readers can make up their own minds.
 
After reading a few of the early issues there doesn’t seem to be a whole lot of content that is new – many of the stories come from news wires and little is original content.
 
Only time will tell whether the New Day will survive or thrive but I’m inclined to think this newspaper in particular may have had its day.
    
 
The Partners Group

Comments

Blog post currently doesn't have any comments.
Leave comment