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Brief Published: 6 Jul 2016

Pop-Up Newspaper to Serve Transient Audience


Regional publisher Archant, based in Norfolk, UK, is about to launch a pop-up newspaper called The New European. Aimed at those who voted against Brexit in the June 23 referendum, the paper will run for four weeks starting on Friday July 8 2016. Beyond that, whether or not the publication is continued will depend on its reception.

Rather than turning to trusted mainstream media, consumers are increasingly seeking out what they think are the best sources for each new moment in time, location, or zeitgeist. In response to these transient habits, media companies are shifting their focus from sustaining large and lasting audiences to a quick succession of smaller, more specific interest groups. Google, for instance, started surfacing local sources over national or international outlets in its news search. Meanwhile, Twitter is moving its topical news tool Moments from a separate section into users' timelines.

Crucially, publications like The New European identify audiences that are underserved by existing media. "I believe the 48% who voted to remain are not well served by the traditional press and that there is a clear opportunity for a newspaper like The New European," Archant's chief content officer, Matt Kelly, told The Guardian.

These overlooked and transient audiences are potentially huge, and their attentions need to be captured with tailored counter-programming. This position was also strongly discussed at VidCon 2016 in June.

For more on shifting media formats, see our coverage from The Guardian Changing Media Summit 2016. For more on alternative media and counter-programming, check out our Pop Culture Round-Up: March 2016.