A daily tablet newspaper hailed as marking a “new era” in regional journalism has been axed after just seven months.
The edition was launched in June in a blaze of publicity following an advertising campaign with the slogan: “Make it your business, daily.”
At the time, Trinity executives claimed it would “reinvent business journalism within the regional press” and take the Post brand into a “new era.”
The tablet edition was available for download each weekday morning with 30 pages of business news.
It entered an already crowded marketplace with both Insider Media and TheBusinessDesk.com also publishing daily business news alerts in the Birmingham city region.
The launch of the app had been seen a way for the Post, whose print edition went weekly in 2009, to reinvent itself as a daily title.
A sister business daily tablet app for Liverpool, also launched last June under the Liverpool Post brand, was axed in December when the newspaper itself was closed.
A Trinity Mirror spokesman said: “It is in the nature of being an innovative business in a fast-changing sector that some new initiatives do not succeed, and this has been the case with Business Daily.
“However, we have learned a great deal about publishing for tablets and the local business audience and have also been able to experiment with data journalism and info graphics thanks to the project.
“All of this will stand us in good stead for the future as we look to develop the online and print presence of the Birmingham Post.
“Indeed, we will use the Business Daily’s technological platform to develop a new e-edition of the Birmingham Post.”