Trinity Mirror is taking a big gamble in publishing the first new UK newspaper in 30 years.
Whilst undoubtedly exciting (to media commentators), how will The New Day sit alongside its stablemate, the Daily Mirror.
A look to its near neighbour, The Independent, doesn't bode well.
Will the UK's dwindling newspaper buyers continue to pay full price for the Daily Mirror, or opt for a cut-price New Day version?
Trinity Mirror will undoubtedly go to great effort to tell us that the two are very different. But will that wash in the newsagents?
At first glance, it does look like a weakening Daily Mirror brand. And that would be a shame.
The publisher of the Daily Mirror will launch a new UK newspaper called 'The New Day' on 29 February. Trinity Mirror hopes the 40-page paper will "arrest the decline" in newspaper readership, chief executive Simon Fox told the BBC. It is the first new national newspaper to launch in the UK for 30 years.