When the newspaper empire formerly known as Trinity Mirror revealed it was rebranding to Reach in 2018, bosses heralded a fresh identity for the digital news landscape. He meant that the media group, which owns the Daily Mirror and Daily Express, would reach more readers through a new strategy of quantity over quality. Reach's about-turn has been viewed as a belated acknowledgement of a botched strategy. Even as other publishers have pursued subscription models, allowing them to generate money directly from readers, Reach has stubbornly chased online advertising revenues without a paywall. Aside from alienating readers, this strategy has left Reach financially vulnerable.