05.05.2016 The sun sets on The New Day

Tomorrow, just nine weeks after it was launched, the UK’s newest newspaper is to close.

When Trinity Mirror announced the creation of The New Day in February, it said it hoped to sell 200,000 copies a day.

The publisher was confident its new title could survive in the digital age and would “tempt people back” to print.

But with circulation said to have fallen to around 40,000 in recent weeks, the newspaper’s fate was sealed.

In a message to staff, editor Alison Phillips is reported to have said the company “tried everything” but had failed to make the paper financially viable.

In its trading update Trinity Mirror 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.”

So what went wrong?

Back in February, Ms Phillips claimed newspapers aren’t meeting people’s needs, and said The New Day was the first paper “designed for people’s modern lifestyles”.

Politically neutral, and with a “modern style and tone”, it was aimed at a wide audience who would “want something different from what is currently available”.

When we reviewed the first issue of the paper, we had mixed views. Our MD Sara Robinson called it an “enjoyable read” with a “good mix of hard news, human interest and softer lifestyle content”.

But communications manager Harriet Davies said the “lack of in-depth articles and any real sort of analysis” stood out. Perhaps the most telling reaction came from our senior communications executive, Emma Croke, who said she “really liked” the paper but questioned whether she would go out of her way to buy it in future.

That comment really strikes at the heart of the issue when it comes to the decline of print journalism. People may still enjoy reading newspapers, but they aren’t prepared to make the effort to buy them; we will read the Metro on the bus, train or Tube, but we won’t go to the shop and pay money for a daily paper.

And why would we? Most of us have internet-enabled devices – smartphones, tablets, laptops – that deliver all the news we want in the format we want it when we want it.

However, we can’t help but think The New Day wasn’t given a fair chance to succeed. Analysts predicted it could be profitable by the end of the year, but Trinity Mirror demanded quick results and wasn’t prepared to wait.

It’s a shame the company didn’t have the patience and confidence to back its new creation a little longer, to see if there really could be a new day for print journalism.

What did you think of The New Day? Did you read it? Are you sad it’s gone? Let us know @BrighterComms