In Britain the Sun comes out every day – really

Well there’s a line and a half for you but this is the one Rupert Murdoch and News International hope will persuade about two and a half million people to buy the Sun – not ‘The Sun on Sunday’ it would appear – on Sunday.

That’s the number of readers supposedly up for grabs as Murdoch’s News International launches its replacement for the News of the World (which closed because of the phone hacking scandal) this Sunday. And the Seventh Day Adventist Sun (Murdoch is into religion these days though of what denomination we know not) is both radical and cheapskate.

Radical because it’s the first truly seven day national newspaper in the UK – same name, same editor (Dominic Mohan) and same staff, plus a few freelances presumably – and cheapskate because, launch ad budget aside, it won’t cost NI very much, certainly far less than a Mail on Sunday equivalent would have.

From the many and varied leaks on offer it doesn’t even seem to have many new features and writers either, so far only former Manchester United player Roy Keane as a sports columnist has been named.

But if people buy the Sun Monday to Saturday, why not on Sunday for just 50p? Cheap by Sunday newspaper standards.

Murdoch is overseeing the launch himself, assisted by Sir Martin Sorrell’s WPP no doubt. One of whose employee’s doubtless produced ‘In Britain the Sun comes out every day,’ although you never know with newspaper campaigns, the journalists often think they can do it better (and sometimes do). Maybe the old tyrant, who we used to fondly call the Dirty Digger, created this poster himself.

Note to subs: ‘until’ would have been better and if it doesn’t fit, write something else.

It will be interesting to see how many GroupM clients appear in the first issue. GroupM oversees the activities of WPP media agencies MediaCom, Mindshare and MEC, said to account for a third of all press spending in the UK. Some GroupM clients might prefer not to be associated with a paper from the same stable as the News of the World and one which has recently seen some its middle-ranking journalists arrested for allegedly paying police officers.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.