The New Day's slogan was "Life is short, let's live it well" and with only fifty issues its life turned out to be very short indeed. As editor Alison Philips writes on page three, "today we are producing the final edition. We tried everything but sadly we just haven't reached the sales figures we needed to make the paper work financially."
The New Day had an attractive design, with full-colour printing and a clean layout, though it was unable to compete with other national tabloids, especially the i. With an emphasis on magazine-style features, its news coverage was too limited, and its content seemed bland in comparison with its rivals. The front pages of all fifty issues are reprinted on pages 22-23 of today's final edition.