The New Day was a brand new newspaper launched by institution Trinity Mirror earlier this year and folded after just two months. Complete the following tasks on your blog:
1) What was the New Day trying to achieve?
The New Day was attempting to reach a wider audience; a larger and more varied target market
2) List the key statistics on the first page: how many people buy newspapers in the UK? How has this declined in the last year?
'Today' lasted until 17th November 1995 so it was almost 10 years old.
Independent 1986-2016 (i remains online)
'the European' 1990-1998 (once a week publishing)
3) What audience were the New Day trying to attract?
They are looking to appeal to middle aged people between 35 and 55 years of age but they seem to be actually attracting a younger audience from the ages of 20 approximately.
4) Why do you think the New Day failed so spectacularly? There are several possible reasons listed in the article but do develop your own opinion here as well.
They lost much of their audience as it fell to 40,000 people purchasing the newspaper due to the increase in their price from 25p to 50p in very short notice. Bad market research is also the problem, they were receiving positive responses from their tests only because the same questions where asked with little variety often leading to a positive response. They also didn't invest in promotion and advertisement. There was no unique selling point distinguishing it from others.
The Guardian
The Guardian is another British newspaper struggling with a steep decline in print sales. However, the Guardian's survival strategy has been built around a global online approach to digital content. Complete the following tasks on your blog:
1) List the key statistics on page 10: How many unique digital browsers used the Guardian website in June 2016? What are The Guardian's latest print sales figures? How does this compare to the Telegraph? In terms of finances, how much did the Guardian lose in 2015?
•The Guardians strategy for withdrawing this decline is through increasing its skill to deliver 24-hour The Guardian website is the third most read in the world with over 120 million monthly single browsers
•June 2016: daily regular of almost 9 million single browsers, only about one third of who are from the UK.
•February 2016: The Guardian was behind the market leader Mail Online (14 million) but ahead of the Telegraph (4 million).
•The print circulation of the Guardian is only 161,000.
•In the course of 2015, the Guardian reportedly lost ‘around £70 million, with slower-than-expected digital ad sales failing to offset a continued slump in revenue from print.’
2) What has been The Guardian's strategy for reversing this decline?
The Guardian has developed its ability to produce 24 hour rolling news coverage of major news events - therefore it changes the way audiences use the Guardian on mobile devices.
3) What global event did The Guardian's digital coverage win awards for?
The reporting on the Paris attacks won awards at the Press Awards 2015 - "the winner’s site offers a comprehensive news service and boasts consistent innovation.It is notable for its superb live blogging, its long reads, the comment section and, in particular, fantastic coverage of the Paris shootings."
4) In your opinion, will the global website strategy be enough to save The Guardian?
Being able to access the Guardian on mobile devices and online definitely would increase readership of the newspaper and the strategy seems to be working for now. However, I think that audiences heavily rely on social media in comparison to usiny websites themselves to be access news stories. I think what makes the Guardian a newspaper that is still successful is the fact that it is a major brand and one that is known by the majority of individuals.
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