A regional publisher is to launch a new weekly newspaper this Friday aimed at the 48pc of people who voted to remain in the European Union.
Archant, which publishes four regional dailies in East Anglia, is bringing out a new title specifically to cater for those it says have been “dismayed” by last month’s Brexit vote.
Called The New European and priced £2, it will initially run for four issues, with subsequent print runs being decided by reader interest.
Matt Kelly, the company’s chief content officer who will also be the title’s launch editor, said the 48pc of people who voted Remain were currently “not well served by the traditional press.”
The company said in a press statement: “The paper will offer those feeling dismayed and disenfranchised by Brexit a non-political focal point, bringing together the extraordinarily broad spectrum of people who feel a real sense of loss after the Leave vote victory.
“Every issue will be a collector’s item. After the fourth issue, every week’s sale will be a referendum on the next.”
It said the title will be delivered to market faster than any other British newspaper in history – just nine days from concept to newsagent.
Distribution will be focused on the mainly Remain voting areas of London and the South as well as Manchester and Liverpool.
Said Matt: “We are currently in an extraordinary period of time in the UK, with all of society seemingly in a state of flux and turmoil.
“I believe the 48pc who voted to Remain are not well served by the traditional press and that there is a clear opportunity for a newspaper like The New European that people will want to read and carry like a badge of honour.
“It will be an eclectic and energetic mix of content – not just about the Brexit issue, but a celebration of why we loved Europe so much in the first place. There’ll be plenty of humour in there too – god knows we could all use a laugh these days.”
“We value expertise and have some of the world’s best brains in their areas writing for us. And it is also a politician-free zone. They are banned.”
Contributors to the first issue include James Brown, former Loaded and GQ editor, Wolfgang Blau, ex editor of Zeit Online and former digital director of The Guardian, and Simon Calver, and former CEO of Mothercare and LoveFilm
Archant chief marketing officer Will Hattam added: “This isn’t just another national newspaper, it’s a new type of publishing product.
“What’s exciting is that the story of this paper isn’t yet written – its sprung into life, driven by the events of the last few weeks, and will continue to serve its audience as long as they want it to.
“There’s no ongoing commitment, just an opportunity to explore new boundaries in newspaper publishing.”
Archant is the second regional publisher to launch a new titles to cater for those who backed the losing side in a referendum.
In 2014 Newsquest launched The National aimed at the 46pc who backed Scottish independence. It has since established itself in the Scottish newspaper market.
Update: More from Matt Kelly here on the decision to launch the new title.