The New European, an outlet that was meant to exist for a month in the run up to the 2016 Brexit referendum and has lasted ever since, is having a rebrand. Editor Matt Kelly announced today that the magazine is now going to be called The New World.Â
There are a couple of bits in Kelly’s call-to-arms that caught my attention. He revealed:
Today, we are proud to say we have more than 35,000 subscriptions and newsstand sales. It makes us by far the fastest-growing politics and culture title in the country. And we are now profitable – good news for the 2,200 co-owners who invested more than £1m into our enterprise 18 months ago.
In the current media climate, that is no small achievement. More than the numbers, I was intrigued by the philosophy the editor outlined:
We believe politics is no longer a branch of economics. Politics is downstream from culture. Trump won because of emotion, not inflation.
I could not agree more with that sentiment. It’s in no small part a reason why The Addition focuses on the things it does, instead of the wranglings in Westminster (and Washington).
Ultimately, it feels like The New World is pitching itself as a tabloid challenger to The Economist. Given the grassroots support The New European garnered, this next phase is likely to continue that success. What was that about print being dead?