COMMENT: Can The New Day rise from the ever-growing decline?

One news story that may be quite unusual to hear in modern times is the launch of The New Day newspaper, which is to sell its first copies today.

Named as a new national publication stemming from Trinity Mirror, adults aged between 35 and 55 may be predicted to benefit from the newspaper’s aim of meeting “people’s modern lifestyles” compared to younger readers. Although there is a clear target market, there could be a potential backfire due to the fact that no website will be available, only “a social media presence”. For 40 pages of content, appearing online might not be worth it, however, it may be considered that younger people may be more interested in reading news than ever before. Creating a recognised brand is arguably developed through providing an online medium, just to suit a variety of different readerships. As well as competing against the more well-known titles, its proposed slogan as ‘the first standalone national daily newspaper for 30 years’ could still attract enough interest and profit to survive in a declining print industry.

To read one issue of The New Day, only 30 minutes is required, according to editor Alison Phillips. With the inclusions of “balanced analysis, opinion and comment”, it would be surprising that many would take such a short amount of time. With no political bias, apparently, the unique factor of not trying to brainwash the people’s minds would certainly be a spin for those who want to know a different angle on political matters. Another objective of creating “a mood for optimism and positivity” could be enhanced by changing its distribution methods solely to the old-fashioned newsprint, not just through combining a traditional left-wing view with the Prime Minister’s pleas following his appearance on today’s front cover. Sold to over 40,000 retailers, one thing that would be intriguing is how many would still pay faith into a new and potentially re-energised market.

Not only will The New Day be published during the working week, but will be selling for cheap, only temporarily. 25p for printed content springs the phrase ‘good value for money’ into mind, even when a large amount of news can be found online, free of charge. Increasing to 50p and possibly a £1 in future could dampen the persuasion of the target market, which could increase the supposed figure of “one million” not buying a newspaper.

The digital age is taking over, just as print is fading.


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