The New Day – a new dawn for newspapers?
Newspaper sales have been in steep decline. It’s something we’re all aware of – including the chief executive of the first standalone daily newspaper to launch in 30 years.
Today we say hello to the New Day, a 40-page, politically neutral national newspaper that promises to cover stories “without telling the reader what to think”.
A new newspaper, you say? When over a million people have stopped buying them in the past two years? Just weeks after the Independent announced it was ceasing its print editions in March? It’s a brave move – but one that’s based on innovative thinking and customer insight.
This radical re-think of what a newspaper should be naturally caught our attention, and it was at the heart of our most recent ‘Magspiration’ session – our regular strategic lunchtime meeting, where we share the things that have inspired us most in print and digital, and discuss the many ways we can apply them to internal communications and employee engagement.
What is the New Day?
• Monday to Friday
• Free today (25p for the next two weeks and 50p after that)
• Aimed at people aged 35-55
• Politically neutral
• Balanced analysis, opinion and comment
So, why is this a good idea?
The New Day chief exec Simon Cox says people haven’t fallen out of love with newspapers – it’s just that they’re not meeting our needs. It’s true – newspapers have stood still while the world around them has changed.
Smartphones and 4G means we get our news digitally, and instantly. The New Day isn’t attempting to challenge this – because it can’t – but what it is doing is working alongside digital.
As internal communications experts, we believe newspapers can live in the digital age – as long as they’re designed to offer something different. So what makes this newspaper different?
A ruthless edit of the day The New Day acknowledges that consumers want their news delivered in a concise, easy-to-read way, that’s designed around their modern lifestyles (let’s be honest, when did you last sit down to read a newspaper at length?).
It promises to tell you ‘everything you need to know on any given day’, and its editor, Alison Phillips, claims you can read the New Day in around half an hour. That could be the length of your commute, a lunch break, or a quick evening read.
If it delivers on those promises, then it’s a deal that will suit many busy people.
Getting the right information to the right people, at the right time – and in the right way – will always be a challenge because the way in which we live, work and communicate will continue to evolve.
We’ve got loads of tried and tested methods that help drive employee engagement – whether it’s print, digital or both. So, if you’re looking for a new way to engage your audience, why not get in touch?Check out the buzz through #SeizeTheNewDay