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| Trinity Mirror's New Day newspaper to close 'after poor sales' | |
| (about 7 hours later) | |
| Daily newspaper the New Day is set to close on Friday, just nine weeks after it was launched. | |
| Publisher Trinity Mirror said it was "disappointing" but circulation for the title was "below our expectations". | |
| The paper was launched in February as Trinity reported a £14.4m fall in annual pre-tax profit to £67.2m. | |
| It had hoped to sell about 200,000 copies a day, but sales are reported to have fallen to about 40,000. | It had hoped to sell about 200,000 copies a day, but sales are reported to have fallen to about 40,000. |
| In its trading update Trinity said: "Although the New Day has received many supportive reviews and built a strong following on Facebook, the circulation for the title is below our expectations. | |
| "Whilst disappointing, the launch and subsequent closure have provided new insights into enhancing our newspapers and a number of these opportunities will be considered over time." | |
| At launch, the New Day was announced as politically neutral and its publisher said it was aimed at readers who no longer bought a newspaper. | At launch, the New Day was announced as politically neutral and its publisher said it was aimed at readers who no longer bought a newspaper. |
| No website | No website |
| Two million copies were distributed free on launch day. It then cost 25p for the first two weeks, before rising to 50p. | Two million copies were distributed free on launch day. It then cost 25p for the first two weeks, before rising to 50p. |
| Its editor Alison Phillips said in February that the newspaper intended to "cover important stories in a balanced way, without telling the reader what to think". | Its editor Alison Phillips said in February that the newspaper intended to "cover important stories in a balanced way, without telling the reader what to think". |
| She said it would aim to give "a ruthless edit of the day" in 30 minutes for "time-poor" readers. | She said it would aim to give "a ruthless edit of the day" in 30 minutes for "time-poor" readers. |
| Although the title had a social media presence, it did not have a website. | Although the title had a social media presence, it did not have a website. |
| Jane Martinson, head of media at the Guardian said it showed that "this is a terrible time to launch a newspaper". | |
| "We have to welcome a brave and optimistic attempt to do something in this market. Was it ill-conceived though? I would say yes." | |
| She said she believed the pricing was wrong and it did not give readers enough news. | |
| The New Day was the first new national paper since the launch of i, a slimmed-down version of the Independent, which went on sale in October 2010. | |
| However, its impending closure comes just over a month after the Independent and Independent on Sunday ceased as print editions to concentrate on online publishing. | However, its impending closure comes just over a month after the Independent and Independent on Sunday ceased as print editions to concentrate on online publishing. |
| Amol Rajan, editor-at-large at the Independent, said he felt sympathetic for the people who worked at the paper but it was the right decision to close. | |
| "If it's not working, it's better to pull out quickly rather than lingering on," he told BBC Radio 4's Today programme. | |
| "The New Day was not a news-led product - it was a features-led product. In that way it was unique but it was not a compelling proposition." | |
| Analysis | Analysis |
| By BBC media correspondent David Sillito | By BBC media correspondent David Sillito |
| A new type of newspaper to reach the sort of people who had given up on print - New Day was launched in February at a time when the rest of the industry is struggling with falling sales and advertising revenues. | A new type of newspaper to reach the sort of people who had given up on print - New Day was launched in February at a time when the rest of the industry is struggling with falling sales and advertising revenues. |
| Trinity Mirror's share price has been dipping and it's also having to make large payouts to the victims of phone hacking. | Trinity Mirror's share price has been dipping and it's also having to make large payouts to the victims of phone hacking. |
| The New Day was always going to be a gamble - more than a million people have stopped buying a paper over the last three years. This was an attempt to coax those readers back - especially women. | The New Day was always going to be a gamble - more than a million people have stopped buying a paper over the last three years. This was an attempt to coax those readers back - especially women. |
| Its slogan was "Life is short, let's live it well". Few expected it to end quite so quickly. | Its slogan was "Life is short, let's live it well". Few expected it to end quite so quickly. |