The New Day newspaper is shutting down after only nine weeks after its circulation failed to meet expectations.

Trinity Mirror revealed the planned closure in a trading update Thursday. The newspaper — the first title to launch in Britain in 30 years — had been seen as a counter to the trend of declining newspaper sales in an online world.

Trinity Mirror had hoped The New Day would stand out from other British newspapers by being politically neutral. While the newspaper built a following on Facebook, circulation fell far below the target of 200,000 copies a day.

Alison Phillips, the newspaper's editor, said in a message to staff that the company had "tried everything" but was unable to make it financially viable.

The newspaper closes Friday.