The New Day (newspaper) launch. "The New Day" was owned by Trinity Mirror, which also owns the "Daily Mirror", "Sunday Mirror", and "Sunday People". It was first published for free on Monday 29 February 2016, as the first new British national daily newspaper since the "i" in 2010, and the first new standalone title since "The Independent" in 1986. The newspaper, 40 pages long, was primarily aimed at a female audience between 35 and 55. It was edited by Alison Phillips, who had held the same position at the "Sunday Mirror" and "Sunday People". It was published by a staff of 25, most of
The Sun News-Pictorial world, outselling its rivals three to one. One very substantial reason for its high level of daily sales was that "The Sun News-Pictorial" offered a free life-insurance policy to each of those who subscribed for regular daily home delivery of the newspaper (i.e., rather than those who bought it spasmodically from street vendors or newsagents), and the insurance policy (valued at somewhere near 12 months average wages) was current for the duration of that household's subscription. On 8 October 1990, "The Sun News-Pictorial" was merged with its longer running sister paper, "The Herald", an evening paper which had a 150-year