Trinity Mirror is cutting its losses fast. Just two months after the publisher launched a new national newspaper called The New Day, it is shutting down the title.
Friday will be the newspaper's final edition, according to a person close to the company. It will bring to a sudden stop an ambitious attempt to defy the decline of the UK's print news industry.
When Trinity Mirror launched The New Day at the end of February, it hailed the daily title as "an exciting and innovative initiative which builds on our confidence in print media".
From day one, analysts were skeptical about the prospects of the UK's first new standalone national newspaper in three decades. Yet few expected that the project would be killed off so soon.