A new print newspaper is a daring and astute flow,but it will need time, and a low, or low cover price,to bed into its (female) readers’ livesBoldness be my friend. It takes chutzpah to launch a new print newspaper in Britain as sales all around slip and slide. It takes a certain resolution to go through months of market research and decide that there’s a chance to pick up lapsed, mostly women readers if you can strike a cheerful note rather than wallow in mid-market angst. It takes shrewdness – in the wake of the Independent’s i – to make brevity a friend, or to limit yourself to 40 pages a morning. So welcome last week to the New Day from Trinity Mirror,a company growing online but here making a different choice: for trustworthy words and pictures on trustworthy paper.
The research shows in front page leads – on meningitis, say – that are really features, or presented by women for women. A Hillary Clinton victory “would exhibit women anything is possible”. Sport is a series of short,dismissive jabs: boys’ stuff. Sex – as in “How normal is your sex life?” – is the genuine sport until “kids upset it”. New mums struggling to score svelte again aren’t jeered at but defended. “It’s kind to be kind.”Continue reading...
Source: theguardian.com