• by Erik Sass , Staff Writer @eriksass1, July 27, 2016

What started as a one-off idea to salve the wounded pride of pro-EU Brits following the vote for Brexit is now a regular thing, at least for a while. British publisher Archant announced that The New European, its pop-up national newspaper for Brits who voted against Brexit, will continue publishing beyond its original schedule of four weeks.

With a newsstand price of £2 per issue in its first four weekly issues, The New European exceeded sales targets and was actually profitable, an impressive feat for any new newspaper. That is especially so for one that deliberately targets less than half the population (48% of the British electorate voted against Brexit in the referendum on EU membership).

Simply getting the newspaper produced was a remarkable accomplishment in itself, as Archant claims it went from a concept to print product on newsstands in a mere nine days – fast enough to ride the first wave of emotional fallout over the vote for Brexit.

The newspaper’s distribution is focused on areas that showed strong majorities in favor of remaining in the EU, including London, Liverpool, Manchester, the south of England, Scotland and Wales. Interested readers in other parts of the country can also order the newspaper online.

In keeping with its cosmopolitan mission and editorial tone, The New European covers culture, business, sports, food and entertainment with a pan-European focus.

At the time of launch, Archant Chief Content Officer Matt Kelly, who served as the launch editor for The New European, explained the rationale approach: “We are currently in an extraordinary period of time in the UK, with all of society seemingly in a state of flux and turmoil. I believe the 48% who voted to Remain are not well served by the traditional press.”

The New Europeans will continue on a “rolling basis,” apparently meaning until people stop buying it — and if they don’t stop, who knows, maybe Britain will have a new national newspaper. The next issue is due of August 5.