The newspaper’s owners stated that The New European was to have an initial lifespan of just four issues, beyond which publication would be reviewed on a week-by-week basis. By the eve of the third edition the paper revealed it had broken even and sold around 40,000 copies. It continued to publish beyond its fourth issue, and claimed in July 2019 that it continued to be profitable. The circulation was reported in November 2016 to be “about 25,000” and, in February 2017, to be 20,000.
In March 2017 Alastair Campbell became the newspaper’s editor-at-large months after it won the serial rights to the fifth volume of his diaries about the Blair government, which it serialised over three weeks.
In May 2018 the newspaper devoted a whole issue to feminism, rebranding as The New Feminist, edited by Caroline Criado-Perez with contributions from Helen Lewis, Samira Ahmed, and Konnie Huq.  On 29 March 2019, the date the UK was expected to leave the European Union under Theresa May, the newspaper devoted a whole edition to the writings of Will Self. The 25,000-word essay was illustrated by Martin Rowson.
In September 2019, Kelly announced he was promoting Jasper Copping, previously the paper’s deputy editor, to the role of editor, while taking the role of publisher himself.