Nairobi News, the newest publication from Nation Media Group launched to counter Standard’s Nairobian in the sleazy tabloid segment, has been closed down.

The newspaper, which was launched in November last year, has been struggling to get juicy stories to match its promise and competition, highliting the difficult media market where new players watch sorrowfully as ad spend and circulation cash dribbles to the more established players.

Advertisers had shied off the newspaper which was published twice a week, perhaps because of the gossipy editorial slant of tabloid which kills credibility.

Here is the letter from the publisher, posted on its website today:

Today, May 21, 2014, we say farewell to you, dear reader. This is the last issue of the newspaper which you have come to love. It’s the final, emotional step in our short but action packed life. Good ideas are driven by inspiration, but their ultimate survival is determined by business.

Our brave efforts at breaking new ground in Kenyan journalism have foundered on the rocks of crippling economic times. Little advertising and slow sales growth at a time of rising costs made Nairobi News survival impossible. November 20 last year seems like only yesterday. Such has been our whirlwind life of enterprising journalism – improbable exposes, dramatic pictures and a refreshing menu of human interest features telling you the story of the city.

With our captivating blend of simple writing and bold headlines, we reached out to the ordinary Nairobi resident. We spoke to ordinary housewives and adventurous teenagers, and we brought new energy into the reading choice of Nairobians proud of their home city.

Thank you for standing by us and keeping the faith. So long, we are gone but Nairobi lives forever.

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