A new daily newspaper goes on sale hoping to attract young readers in Dublin.
Until now, Dublin has been one of the few cities in Europe without its own newspaper.
Despite fierce competition in the newspaper market between existing titles, the newcomer 'Dublin Daily' is targeting a readership it believes has not been catered for until now.
The Dublin Daily, full colour and tabloid size is aimed at 18 to 25 year old readers.
Employing 60 people, Dublin Daily will be published Monday to Friday and will cost €1.20.
Existing newspapers such as the Irish Independent, The Irish Times, The Star, The Mirror, and The Evening Herald have big circulation numbers. The Evening Herald with 104,137 readers will probably be the biggest rival to the Dublin Daily. The circulation target for the Dublin Daily is only 25,000 for the first year.
Steve Shanahan, Chief Executive of the Institute of Advertising Practitioners believes that the target circulation figures are a bit low. He says the publishers may be just pitching their target low so that they do not disappoint.
Dublin Daily is driven by a use of images and has recruited a team of columnists. It also has an exclusive deal with the Dublin GAA team who will write exclusively for the newspaper and help with promotion.
It claims to be the only newspaper devoted exclusively to those living or working in Dublin.
The Dublin Daily editor Liam Hayes believes that how the paper has been planned, financed and launched will give it a chance to last in the market.
An RTÉ News report broadcast on 11 March 2003. The reporter is Colm Connolly.
