Pro-EU newspaper the New European is to continue publishing beyond its four-week trial period after beating its sales targets, its publisher has announced.

Billed as the newspaper for the 48% of the UK that voted to remain in the EU in the 23 June referendum, the New European’s first edition is thought to have sold more than 40,000 copies.

Subsequent issues have also sold well, leading publisher Archant to decide to continue producing it on a rolling basis, though the company has made it clear it will pull the plug if interest wanes. By contrast, daily sales of The New Day newspaper, which launched last February, quickly sunk to an estimated 30,000 before it was closed in May. Its publisher, Trinity Mirror, had been targeting a circulation of about 200,000 copies.

Contributors so far have included novelist Howard Jacobson, the Guardian’s Jonathan Freedland, venture capitalist Saul Klein and former Labour spin doctor Alastair Campbell, who called for the UK to hold a second referendum.

“We’re thrilled at the reaction and support we’ve seen for this most unorthodox newspaper launch,” said Archant chief content officer Matt Kelly. “We will continue to publish into the zeitgeist until that moment passes.”

BREAKING: Archant confirms UK pro-48% The New European newspaper to continue publishing beyond initial four week run... more later. #media — ((( Matt Kelly ))) (@mk1969) July 27, 2016

Archant is primarily a regional publisher, but has shown a willingness to experiment with focused projects such as the “pop-up” New European. The company claims that the newspaper went from concept to hitting shelves in just nine days.

Archant chief marketing officer Will Hattam said: “We have the scale to produce a quality print product for a national audience, but also the agility to turn things around fast and cost effectively enough to profitably service a community that has popped into existence overnight. We’ll only produce the paper for as long as our readers still want it.”