Trinity Mirror has officially unveiled its new daily newspaper, New Day, which will hit newsstands in a week's time.
The 40-page title will be published from Monday to Friday and will be handed out free on the first day of publication, Monday 29 February. A two week trial will put the price at 25p before moving to 50p in the long term.
New Day will be a "upbeat and optimistic" and remain politically neutral. It's aimed at both male and female readers who don't typically buy a newspaper.
“Over a million people have stopped buying a newspaper in the past two years but we believe a large number of them can be tempted back with the right product," said Simon Fox, chief executive of Trinity Mirror, the publisher of the Daily Mirror and regional titles such as the Liverpool Echo.
"Revitalising print is a core part of our strategy in parallel with digital transformation and there doesn’t have to be a choice between the two – newspapers can live in the digital age if they have been designed to offer something different.”
The launch of the title comes just weeks after the demise of the Independent in print form and the sale of the cut-price "i" newspaper to Johnston Press, leaving many in media wringing their hands over the future of print.
Analysts noted Trinity Mirror's upbeat tone, however.
"Our view is that print’s demise in the UK may be overdone (the relative success of the Metro and the Evening Standard suggests that people will read a newspaper if it is available) and comments from WPP’s Sir Martin Sorrell also suggests print’s demise may be overdone," said Liberum's Ian Whittaker.
"What is also likely to be driving a re-emphasis on print is increasing questions over online’s effectiveness and/or the impact of topics such as online ad fraud and ad blocking."