29.02.2016 The New Day: Our verdict

Today is the launch of a brand new newspaper from Trinity Mirror – The New Day.

Editor Alison Phillips writes an introduction to the paper and says ‘we want to make sure you are made aware of the important things going on in this frantic, modern world where all too often we are bombarded by news alerts and information’ but how does the new kid on the block stand up under our scrutiny?

Sara Robinson, managing director

“An enjoyable read, and a format and length that you can easily devour on your morning commute or over a cuppa on your lunch hour. It’s clearly aimed at women, with plenty of lifestyle features and snippets on showbiz and popular culture. The “3 minute update” also crams the latest politics, world and financial news into 10-250 word updates. This is the clearest nod to the succinct format that has made the I and Metro so popular with time-pressed readers.

One interesting feature is the “Share It” page, which appeals to readers to send in their own pictures, stories and comments. This move towards more user-generated content again clearly mirrors the appeal of social media, encouraging readers to feel part of the newspaper.

It’s a good mix of hard news, human interest and softer lifestyle content, and there’s a good balance of bite-sized content along with more in-depth analysis. I’m looking forward to seeing how its editorial style develops over the coming weeks.”

Darren Evans, head of content

“I appreciate what The New Day is trying to do and I genuinely hope it succeeds, but as a former hack and lover of old-school newspapers I can’t say I’m a fan.

“In her first column, editor Alison Phillips writes that we are “bombarded by news alerts and information” yet often left feeling ‘ill informed’.

“Unfortunately this is exactly how I felt after reading The New Day.

“But ultimately I am not part of the newspaper’s target demographic, and that’s fine. I just hope it resonates with its intended audience and, most importantly, sells.”

Bethan Lewis, senior communications manager

“I love it. It’s a good combination of emotive, real-people stories and harder news stories in an easy-to-read format. I love that a lot of stories have two opinions on subjects and that sport is mixed into the paper and not put at the back. Extra brownie points for including female sporting achievements too.”

Harriet Davies, communications manager

“It offers a concise round up of key headlines and news stories and it seems quite geared towards a mass-market appeal, which could encourage a wider audience to start reading the news.

“The lack of in-depth articles and any real sort of analysis stands out to me though. Maybe that’s because I enjoy reading the regular columns and it doesn’t have any, but reading it didn’t really add anything to my daily consumption of news.”

Emma Croke, senior communications executive

“I really like it but, and this is a big but, I would not rely on it for my everyday news consumption or in-depth analysis. The reason I like it is because it’s different, I didn’t expect to see David Cameron’s face peering out at me just after a piece about a lost goose called Gertie.

“I made an effort to go out of my way to pick it up today because I knew it was free and it was a novelty but will I continue to get it every day for 50p? I’m not so sure.”

Rosie Nutland, senior communications executive

“I think it’s a bit of a mixed bag and distracting to read – a double page spread about the EU followed by a piece on Cheryl Cole’s love life is confusing. I would rather all of the news was in one section, entertainment in another, sport in another. There are some interesting stories and features in there though.”

Alice Simpson, agency manager and communications assistant

“It’s refreshing to read a paper that tries to remain unbiased and show both sides of a news story. It will be interesting to see whether they can keep this up and how it will fare with the public without one specific ‘voice’.”