The New Day newspaper is to close today, nine weeks after launching, its owner Trinity Mirror has confirmed.
In a trading update, the company 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.
“As a result, we have decided to close the title on May 6, 2016. While 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.”
The title was launched in February and the company was aiming for a circulation of 200,000 copies a day; however, sales are reported to have been about 40,000.
The introduction of the newspaper came despite a sharp decline in newspaper sales as readers switch to websites. It was launched after the Independent and Independent On Sunday newspapers went digital after three decades.
At the time of its launch, the group said the title would cover news and features in “an upbeat, optimistic approach and will be politically neutral”.
Trinity, which also owns the Daily Mirror and a host of regional titles, said The New Day would initially be available free of charge from 40,000 retailers, before trialling at 25p (32c) for two weeks and then selling for 50p after that.
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