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Thursday, May 05, 2016

New Day failed because people don't try things any more

Trinity Mirror is canning its cheap newspaper New Day just two months after it launched. This is probably the right thing to do. You can lose fortunes and spend years of people's lives trying to prove that a hunch was right. Believe me. I know.

You can say it didn't live up to expectations, but that rather assumes that people are bothered enough to have expectations. You only have to see how the newspaper kiosks that used to be a feature of all London tube stations are now either closing or turning themselves over to selling confectionery to note that most people are not in a position to turn to a new newspaper because they long ago stopped buying an old one.

I noticed this in the world of magazines more than ten years ago. People stopped trying new things and they certainly stopped paying for new things. I bet New Day didn't fail because the publishers were disappointed how few people stuck with it. I bet it failed because not enough people tried it in the first place.