 "Nowy Dzień" was conceived as a "quality tabloid" with entertaining, but at the same time more serious journalism than that of typical tabloids such as "Fakt's" German "parent" product, Bild-Zeitung.The paper's editorial staff consisted mainly of detached "Gazeta Wyborcza" employees.The publisher envisaged an average circulation of 250,000 copies, but it remained continuously below that and had a downward trend.