Trinity Mirror in £5m ad blitz to lure lapsed readers back to print with Monday launch of New Day

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The editor of Trinity Mirror’s new daily newspaper the New Day said there is nothing “greater than setting up a national newspaper”, as the paper launches a £5 million advertising campaign ahead of its launch on Monday.

Alison Phillips, who has held a number of senior editorial roles at Trinity Mirror since joining in 2001, said: “This is amazing. This will be the best thing I have ever done. I can’t think there is anything greater than setting up a national newspaper in Britain.

“I think we are largely appealing to lapsed newspaper readers who are not satisfied by the other newspapers out there.”

However, Philips is aware that the title will have to hit the ground running, as Trinity Mirror – publisher of the Daily Mirror and the Sunday Mirror-will “not continue to run something that has massive losses because we are a PLC”.

Trinity Mirror chief executive Simon Fox has introduced a hard line on new editorial projects and demanded that they produce results or face being scraped. 

Digital projects UsVsTh3m and the People.co.uk were both scrapped for failing to meet targets.

The £5 million advertising campaign kicks off today and will run on TV, radio, print and across social media.

The TV ad will be aired in prime time slots during Coronation Street and Ant & Dec’s Saturday Takeaway this weekend.

Zoe Harris, group marketing director at Trinity Mirror and publishing director for The New Day, said: “This newspaper is the first standalone launch for 30 thirty years, and the first to be created with unfilled consumer needs front and centre.

“The launch campaign captures the spirit of how our reader feels – upbeat and positive, and relishing life. Our social activity brings the reader into the inner sanctum of the editorial team, something usually shrouded in secrecy. This modern open approach typifies what the title stands for, and the relationship lapsed and lapsing readers are looking for with a newsbrand.”

The paper, which will run to 40 pages, will have a core editorial staff of 25 and aims to mix digested news summaries with more in depth news and features.

It will trial at 25p for the first two weeks before rising to 50p.

The paper will have a fixed number of eight ad slots (four at the front and four at the back of the paper), including two full pages and two half pages.

However, some media buyers have suggested that it could be tricky to entice advertisers into the back pages of an unproven title.

Ahead of the launch, Philips has been rallying staff with Facebook posts.

In one Facebook post, she said: “We have a big mountain to climb but know we can do it and do it brilliantly. However to achieve that in our last few days before launch we need total focus. I want everyone to pour all their energies into making the first issues absolutely brilliant.”

“So let’s not waste a moment's thought, conversation or consideration on anything other than how to be amazing in our launch weeks. Work harder than you have ever worked in your life before. Be more creative, more bold. And then more on top.”

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