First published in January 1905, the Irish Independent is widely acknowledged as having been influenced by developments in journalism first associated, almost a decade earlier, with the Daily Mail in Britain. However, this article argues that while the Irish Independent adopted many elements of New Journalism its proprietor, William Martin Murphy was strategically selective in how elements were incorporated within his new venture. The success of the Irish Independent can be viewed as the outcome of two processes: the selection and adaption of some aspects of New Journalism to create a successful commercial newspaper but also the exclusion of what were considered the less desirable elements of New Journalism that may have damaged the title’s circulation in a country where the power of the Roman Catholic Church was strong. Murphy, in effect, ‘shopped’ for aspects of New Journalism as practiced elsewhere that he felt were most suitable to the local Irish market. In the latter respect, this article highlights the importance of considering the local context when discussing the universality of journalism practice.