The New Day Paper 'To Close' After Nine Weeks

The New Day newspaper is to close after just nine weeks, according to reports.

The daily newspaper, published by Trinity Mirror, is understood to be publishing its final edition on Friday.

According to The Spectator's Steerpike blog, the company's chief executive Simon Fox had made clear that the newspaper would close if it failed to deliver results.

But, despite its circulation reportedly dropping below 40,000, many have expressed surprise that such a decision was taken so soon.

A Trinity Mirror spokesman declined to confirm or deny the reports to Sky News but did say that a trading statement will be made this morning at 7am, just hours before the company's AGM at the Museum of London.

When the newspaper launched at the end of February its editor Alison Phillips told Sky News: "We still believe there is still a market for newspapers and that people really enjoy sitting down and reading a newspaper.

"We're living in a rapidly changing world...but from that we've discovered that what people want from a newspaper is a sense of completeness - that this is all they need to know. And if they just read this, they'll be on top of all the important stuff that is going on."

The group had said the title would cover news and features in "an upbeat, optimistic approach and will be politically neutral".

Trinity Mirror, which also owns the Daily Mirror and a host of regional titles, initially made The New Day free of charge from 40,000 retailers, before trialling at 25p for two weeks and then selling for 50p after that.

Last year the market for daily newspapers declined by 8%, according to the National Readership Survey.

The Independent and Independent On Sunday newspapers have closed this year after three decades to go digital-only.