Britain will get its first-ever “pop-up” newspaper this week which will be filled with critiques of politicians and the media in the handling of the European Union referendum campaign.
‘The New European’ announced by media company Archant will hit the stands on Friday and will be available for two pounds.
“Pop-up” publishing has been described by the team as a concept of launching a new publication into a market very quickly and at a relatively low cost base.
“The traditional route to market [for newspapers] involves huge amounts of market research about where your target audience will be strong, but it’s been handed to us on a plate,” said Mark Kelly, chief content officer from Archant and editor of the publication.
The temporary publication was conceived less than a week ago and its senior editors believe it will be the fastest-ever newspaper to be created, with just four issues planned.
“The plan is just to do it for four weeks, just to chronicle this insane month. We’re doing this incredibly quickly. I’m pretty confident in saying that never before has a newspaper been launched with such incredible speed. It will be nine days from concept to the newsagents,” Kelly said.
“If the audience doesn’t happen to be there you can leave at no great loss,” Kelly explained.
The newspaper will be available to order online and have retail distribution in London, Liverpool, Manchester and the south of England.
The publishers say the newspaper will feature experts and have stories on a diverse range of topics, including poetry, fashion, football, economics and entrepreneurship.
It will veer away from political voices to instead focus on the political environment.
Many publishers will be following the response to this new title as it could open up a new publishing trend for the media industry struggling with a deluge of online content.
Britain had a weekly newspaper called ‘The European’ in the 1990s, which was shut down after it was found to be a loss-making venture.