Today sees the first edition of 24 - a new national newspaper. A brave move when the memory of the failed New Day is still fresh in our minds.
I won't get to see this newspaper - but then it is not aimed at me and my colleagues here in the South East of England. That's because 24 promises to deliver national news with a northern perspective.
What does that mean? I am guessing that it will mix the best bits of a tabloid and a local newspaper. If so, that is a rather good idea.
The launch of a new newspaper is to be celebrated, particularly when circulations across the board are falling.
24 will also offer opportunities for PRs. But it will important to remember its audience - those living and working in the north of England.
A new national newspaper aimed at readers in the North has launched today. 24 aims to offer a northern slant on national stories for "readers looking for a less expensive alternative to London-centric titles". The tabloid-style weekday newspaper is available online and in shops priced at 40p.