The End of the New Day
Just nine weeks after its launch, the final issue of Trinity Mirror’s New Day hits shelves today.
A condensed version of the day’s news, claiming to have no political standpoint, the paper was modelled on the format devised by the Metro and the i. A quick update on the main headlines of the day, with a peppering of lifestyle, celebrity and feel good stories.
It’s a tough market to launch a paid for print edition in. The type of content featured in New Day is available on social media channels, free print editions of regional papers and the Metro. Even lifestyle sites such as BuzzFeed and LadBible are increasingly venturing into sharing breaking news alongside entertainment content. Publications once associated purely with entertainment, such as Vice, are now seen very much as reputable news sources, with a purely online presence allowing an immediate delivery of a combination of video and written content.
New Day tried to bring the style of news delivered by these lifestyle sites to a traditional print format, but lacked the immediacy or convenience. How do you encourage people to buy a paper which is full of stories they read about on social media yesterday?
Boundaries are getting blurred between channels; traditional print publications are trying to imitate content which has been made popular by lifestyle sites and social channels. In addition, as print circulation, and therefore revenues, decline, editorial teams from traditional papers are pushed to provide more for brands to ensure they are commercially viable – from branded content to events.
It’s changing the way brands interact with the media and up-weighting the value of publishing owned content. Whether it’s a brand or a newspaper, if you are not offering convenience of consumption, relevance and most importantly something we’ve not all seen the day before, you’ve had your day.
By Jen Adams, B2B Account Manager