Neil Wallis has claimed the New Day newspaper was "doomed from the beginning", following the news it is due to close tomorrow (Friday).
Trinity Mirror launched the daily newspaper two months ago with the aim of appealing to "normal people", by delivering positive content. In a statement, the publisher said the paper's closure was 'disappointing' but circulation for the title was 'below our expectations'.
It was hoped New Day would sell an estimated 200,000 copies a day, but sales were reported to have fallen to around 40,000. Wallis, former Deputy Editor of The Sun, highlighted why this was the case.
"Frankly, it was overpriced," he told Julia Hartley-Brewer. "The problem was, at roughly the same price as other daily tabloids, it wasn't the 'cheap' alternative quick read, if you like.
"I thought it was a brave idea, but it was doomed from the beginning."
Newspapers across the board have had to deal with a slow decline in circulation - the National Readership Survey states there was an 8% decrease in uptake of daily papers last year. Wallis, while disappointed at the outcome of Trinity Mirror's latest project, wasn't too worried about this gloomy forecast.
"I'm really sad for them [Trinity Mirror]" he added. "I think it's increasingly unlikely any other newspapers will be launched.
"But newspapers are the fulcrum of bright ideas. There's always hope."