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Trinity Mirror starts New Day - Venture Insights

Report Overview

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Trinity Mirror starts New Day

PublisherEnders Analysis.
Publish Date February 26, 2016
Sector Media, Press, print.
Company DMGT, News UK, Trinity Mirror.

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Trinity Mirror is launching a national newspaper, New Day, into a challenging marketplace: declining volumes of -7%, and the loss of £121m (-9%) in advertising in 2015 alone.

New Day has been inspired by market research into lapsed newspaper buyers. While consumer behaviour is largely driven by a shift to digital, mobile and social media distributed news, some consumers want a different print product from anything in the marketplace.

In digital, New Day eschews the need for a website or App, focusing on social media to market the product; a rare example of a strategy that does not blur or compromise print and digital objectives.