Research commissioned by Cecil King from Mark Abrams of Sussex University, The Newspaper Reading Public of Tomorrow, identified demographic changes which suggested reasons why the Herald might be in decline. The new paper was intended to add a readership of 'social radicals' to the Herald's 'political radicals'. Launched with an advertising budget of £400,000 the brash new paper "burst forth with tremendous energy", according to The Times. Its initial print run of 3.5 million was attributed to 'curiosity' and the 'advantage of novelty', and had declined to the previous circulation of the Daily Herald (1.2 million) within a few weeks.