The New Day

The New Day was a British compact daily newspaper published by Trinity Mirror, launched on 29 February 2016. It was mainly aimed at a middle-aged female audience, and was politically neutral. The editor, Alison Phillips, intended readers to get through the newspaper in under 30 minutes. The first edition was distributed as two million free copies, and the target for regular circulation was 200,000. After a drop in purchases to just 30,000 copies per day, it was announced on 4 May in the same year that the last edition would be published two days later, just two months after its launch. Launch The New Day was owned by Trinity Mirror, which also owns the Daily Mirror, Sunday Mirror, and Sunday People. It was first published for free on Monday 29 February 2016, as the first new British national daily newspaper since the i in 2010, and the first new standalone title since The Independent in 1986. The newspaper, 40 pages long, was primarily aimed at a female audience between 35 and 55. It was edited by Alison Phillips, who had held the same position at the Sunday Mirror and Sunday People. It was published by a staff of 25, most of whom were on short-term contracts or borrowed from the publishers' other titles. There were "five or six" columnists; unlike most newspapers they did not have set days on which they wrote. The paper had no affiliation with any political party, unlike many British papers, and was aimed at people who bought no other daily newspaper. It established an online presence through social media as opposed to a website. Trinity Mirror chief executive Simon Fox said the paper filled "a gap in the market for a daily newspaper designed to co-exist in a digital age". Fox said that the number of people buying a daily newspaper had been declining by 500,000 a year, and those readers could be tempted to consider The New Day.