The panic that initially gripped the industry is subsiding and the alarm that had some twitchy clients pulling spend is giving way to pragmatism. Whether it’s the “calmness” of Publicis Groupe chief Maurice Lévy or Premier Foods' refusal to scrap its annual ad spend target, there is a realisation four weeks on from the vote that its real tremors will be felt over many years.

Pro-Remain newspaper "The New European" is believed to have sold more than 40,000 copies of its launch edition, more than the short-lived national the "New Day" when it was shut by publisher Trinity Mirror. The so-called "pop-up" title, which went from drawing board to newsstand in just nine days, could well see its initial four-issue run extended off the back of the better-than-hoped start.

In a warehouse in Somerset, the latest phase in Facebook's bid for world domination has been taking shape. Or to put it less dramatically, the social network's plan to connect millions in developing countries is proceeding. It is called Project Aquila and involves building solar-powered aircraft that will fly for months at a time above remote places, beaming down an Internet connection.

Matt Hancock, the new minister for culture and the digital economy, used his first speech to an advertising audience to reassure the industry that he would listen to Brexit concerns. Hancock laid out how -- despite the fact that the vast majority of the audience had voted to remain in the EU -- it is now "incumbent on all of us to work to make the best of it."

Publicis boss Maurice Levy is more concerned by a slowdown in its U.S. business than the commercial impact of the Brexit vote as the agency holding group's quarterly revenue jumped on growth in European advertising. Sales hit EUR2.5bn in its second quarter, buoyed by gains made by Sapient or ZenithOptimedia, Publicis Worldwide, Publicis Health. Organic growth.

Sky Sports is offering free Sky Fibre as part of its marketing push for the start of what it calls its "biggest season ever" of Premier League football, which includes a record 126 live TV games and digital video clips for the first time. BT's broadband customers have had free TV football since 2013. It has 42 live Premier League games this season.

National newspapers saw a boost in both print and online readership last month before and after the 23 June EU referendum. Mail Online was up 10.4% year-on-year, hitting a record of 15.1m daily unique browsers per day, according to ABC. It saw an average of 207m daily page impressions and 4m daily video plays.

Visitors to the double-decker bus, which is disguised as a giant cucumber, will be offered a selection of Hendrick's cocktails as they tour London. The bus, named "Hendrick's extraordinary roving bus for exceptionally refined travel" (or H.E.R.B.E.R.T for short), is designed to offer Londoners an alternative option to the sticky summer commute.

Procter & Gamble has been speaking with agencies about its GBP210m media account in the UK. The bulk of the business is currently handled by Starcom. MediaCom oversees the print side of the account. According to Nielsen figures for 2015, P&G is the biggest TV spender in the UK. Including online spend, industry estimates suggest P&G is in second place behind Sky.

The role of procurement and its relationship with marketing is back in the spotlight, with ad spend forecasts slashed in the face of Brexit uncertainty and allegations of agency kickbacks creating mistrust between brands and suppliers. Procurement has always been a bugbear for both marketers and agencies.