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.