>> The new kid of Britain's printing press to be poked after just two months. The New Day newspaper shelved by owner Trinity Mirror due to poor circulation selling few of them 40,000 copies a day. This publication is set for just one more addition, it's 50th. I'm Reuters reporter Jake Greece outside the newspapers offices in Canary Wharf.
Where with its launch, editors made a bold decision to back print in ink despite declining reship numbers and advertising revenues, deliberately shying away from going digital. But its short life makes its pages a post mortem for the industry. Taking to Facebook its editor in chief said, I've never worked on a title with such engagement form readers, but conceded, the reality was we didn't have enough of them on a daily basis.
The paper pledged to target time poor readers with politically neutral largely features based content. But they chose not to have a website. And now their editorial decisions are now facing scrutiny from others in the British press.>> Not a surprise at all. I think everyone when they saw the first edition realized that this paper was going nowhere.
It was ill-conceived from the start. It was trying to find the most difficult target audience anyone's tried to find. Namely either people who'd never read a newspaper or people who'd given up newspapers.>> The decision to launch a print publication in an increasingly digital age has also been panned.
Roy Greenslade, a former editor of one paper owned by Trinity Mirror, says it may serve as a warning.>> There have been successful launches. So I'm not saying that it's a completely dead idea, but I think it will stop publishers from really taking risks in the future. Most of them will learn a lesson from this.
It's a painful and expensive lesson for Trinity Mirror, but other's who've been watching it will say to themselves, we're not gonna follow that lead.>> At the moment the obituary is still being written for the new day. But a key part will be what it means for the shelf life of an industry running out of ink.