There has been plenty going on in the world of national press recently. As buyers of national press space for over 20 years, we’re taking a look at the events of the last few weeks and getting expert opinion from our Media Manager James Thompson.
Despite The Independent newspaper printing its last ever edition last week (26 March) and going solely online, the publisher of the Daily Mirror has launched a new national press title, The New Day.
Initially priced at 25p, the same price as when the I launched in 2010, New Day is aimed at the mid-market audience currently occupied by the Daily Mail and Daily Express. Publisher Trinity Mirror announced the price could be raised depending on reader demand.
With readers increasingly coming away from buying newspapers in favour of reading online, a number of eyebrows were raised at this bold move.
Our Media Manager James Thompson said: “The launch of The New Day is interesting. The main reason for The Independent going online only is that the Internet and free news sources such as Twitter have had a hugely damaging effect on print copies sold. We’ve watched all printed versions of newspapers shed readers and unfortunately The Independent’s circulation, which always lagged behind its competitors, followed that trend eventually dropping off to the point of no recovery”.
So with this in mind why did Trinity Mirror launch a new print title? Many newspaper publishers still make the bulk of their revenues from print editions despite the popularity of reading content online. Advertisers pay more for print in comparison with digital advertising and print titles also generate revenue from their cover price.
The New Day however, has already hit an early snag with reports that sales are currently at 40k per day which is less than a quarter of the expected 200k. The build-up to the launch of the paper has also been hit with criticism. Many experts have commented that promotional activities were too sporadic and brief compared to previous national newspaper launches which have typically involved weeks of activity. As a result the paper seems to be failing to whet the appetite of potential readers.
Media buyers have urged Trinity Mirror to consider improving the distribution beyond traditional retailers and to increase the number of ads because the 40-page paper has only eight slots for advertisers.
What does this mean for us as media buyers and our clients?
Our Media Manager James Thompson gives his verdict:
“The New Day has started on the back foot due to its initial poor circulation following its launch; this coupled with the page planning means it is hard to have faith that it will promote our clients’ brands effectively. With only eight sites available to advertisers you could argue that brands that do advertise will have cut through in an uncluttered environment, but with the circulation so small and the lack of creative media space advertisers that do appear will not see any real uplift. Due to uncertainty of how the title will progress and small circulation at present it is hard to justify placing clients in the title”.
As an agency which still buys upwards of £2million of national press space on behalf of its clients, Mostly Media will be keeping a close eye on how The New Day develops and any changes made over the coming weeks will be updated on our blog.