Most of us will be familiar with pop-up shops - retailers that exists for just a few days or weeks before disappearing.
As well as adding a little excitement to our now rather bland high streets, they allow retailers to test the water for new stores or products.
The trend is gathering pace - pop-up restaurants, bars, cinemas, clubs.
But who would have thought newspapers? Surely they take time, planning, journalists, advertisers and cash - a lot of cash. The short-lived New Day is still fresh in our minds.
Today we say hello to The New European - www.theneweuropean.co.uk.
It is the UK's very first pop-up paper. And it looks rather good. How long it will last - well, that is up to us. Its publishers, Archant, have committed to four weekly issues and then will decide.
I like the idea of pop-up newspapers - anything that gives a new lease of life to our ailing publishing industry has to be welcome.
And a newspaper with a strong or single view of the world will make it easier for PRs to engage too.
LONDON, July 8 (Reuters) - A new "pop-up" newspaper aimed at the 48 percent of Britons who voted unsuccessfully to stay in the European Union hit the news stands on Friday aiming to cater for what it called their sense of dismay and anger. "The New European," costing two pounds ($2.65) a copy, will appear weekly for the next three Fridays, mostly in areas that voted to stay in the EU in June's referendum such as London, Liverpool and Manchester. Whether it continues any longer than that will depend on sales. Publishers Archant said that after the fourth issue, "every week's sale will be a referendum on the next".