Canary Wharf-based Trinity Mirror , publisher of The Wharf , is launching the first stand-alone national newspaper for 30 years on Monday (February 29).

The New Day will be a “ruthless edit” of the news, according to editor Alison Phillips who said the paper was aiming to win back people who had drifted away from newspapers, often because of “time poverty”. The tone, she said, would be modern and upbeat and it would remain politically neutral.

The New Day will be published Monday to Friday with an introductory price of 25p going up to 50p although it will be free from key retailers on its launch day.

Ms Phillips said: “There are many people who aren’t currently buying a newspaper, not because they have fallen out of love with newspapers as a format, but because what is currently available on the newsstand is not meeting their needs. This paper has been created as a result of customer insight and is the first newspaper designed for people’s modern lifestyles.”

Trinity Mirror chief executive Simon Fox said: “Over a million people have stopped buying a newspaper in the past two years but we believe a large number of them can be tempted back with the right product.

“Revitalising print is a core part of our strategy in parallel with digital transformation and there doesn’t have to be a choice between the two – newspapers can live in the digital age if they have been designed to offer something different.”

The title will operate on social media platforms but will not have its own website.