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New Day, false dawn?

March 2016
New Day, false dawn?
Mike Laskey
11th March 2016

When Trinity Mirror announced it was to launch the first standalone daily paper in 30 years, one question sprang to mind.

Why?

With print circulation in freefall and advertising revenues plummeting across the increasingly redundancy-hit industry, it seemed less a risky decision and more one doomed from the start.

Sure enough, the New Day’s publisher has this week confirmed an unplanned freeze of its 25p trial price – as sales drop and ad buyers begin to air their concerns.

While the recently sold i is proof that it is possible to introduce a newspaper to the UK market with some success, that title also struggled initially and required a significant advertising spend to hit its targets.

Of course, even the i’s original sister publication The Independent has just closed its doors as the latest victim of print’s decline.

The ever-growing shift from traditional journalism to online coverage poses significant challenges to the news industry, but also plenty of opportunities for PR and marketing professionals.

As the demand for pre-edited copy, high-quality images and engaging videos increases, especially at local levels, I expect editors will rely yet further on content that is supplied rather than sourced.

The New Day’s struggles are just more evidence of how difficult it can be to attract readers to print in an age when a world of online journalism is available for free.

At Diva, we will continue to monitor media trends and advise clients on how our PR services can help the press fill empty column inches – and secure valuable media coverage in the process.

By Mike Laskey

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