The first standalone national daily newspaper for 30 years, The New Day will be available from Monday 29 February across the UK.
Its launch editor will be Sunday Mirror editor Alison Phillips and TM is billing the new 40-page title as “visually-striking, upbeat, optimistic and politically neutral.”
And in a bold declaration of the company’s faith in print, Alison said that declining newspaper sales were not down to people having fallen out of love with them, merely that existing titles were not meeting their needs.
She said: “There are many people who aren’t currently buying a newspaper, not because they have fallen out of love with newspapers as a format, but because what is currently available on the newsstand is not meeting their needs.
“This paper has been created as a result of customer insight and is the first newspaper designed for people’s modern lifestyles.”
Trinity Mirror chief executive Simon Fox said: “Over a million people have stopped buying a newspaper in the past two years but we believe a large number of them can be tempted back with the right product.
“Revitalising print is a core part of our strategy in parallel with digital transformation and there doesn’t have to be a choice between the two – newspapers can live in the digital age if they have been designed to offer something different.”
In an interview with BBC Radio 4, Simon added: “Many readers are giving up on print, but we don’t think it has to be like that … Print has been in long-term decline because lack of innovation.”
The launch of The New Day will underline TM’s position as the largest national and regional newspaper publisher in the UK, following its purchase of Local World last November for £220m.
Significantly the paper will not have a companion website, although it will have a social media presence.
Trinity Mirror says the paper “will cover news and topical content but with a modern style and tone, aimed at a wide audience of women and men who want something different from what is currently available.
“It will report with an upbeat, optimistic approach and will be politically neutral. It will cover important stories in a balanced way, without telling the reader what to think.”
The paper will be available for free from over 40,000 retailers on its first day and then will trial at 25p for two weeks before retailing at 50p after that.