We could call it .... The Observer!
Here you can see the main news conference of the day, at which the order of stories through the paper and the way in which they might be presented is agreed. It is traditionally a calm, genial affair, with bass notes of mild panic.
Pictured facing the camera, third from the left, is Roger Alton, the Editor. Earlier this week he gave a characteristically frank interview to UK Press Gazette about his hopes about the new paper. (Warning: that link contains strong language from the start.)
