Here it comes, then. In a surprise to absolutely nobody, the Sun is reaching over to reclaim the lost ground for News International and Rupert Murdoch lost by the demise of the toxic, tainted News of the World, and going seven days a week. Hooray for the Sun on Sunday.
I suppose we should be grateful, in the big scheme of things, that print is still alive at all, and there's a demand for the Sun.
Who could not feel sympathy for those people who work at the Sun, who are going to be asked to put out more content, to reach over seven days rather than six. Perhaps they're all going to get massive pay rises and huge bonuses as a result of this new endeavour, but it's tempting to have a hunch that they might not. Those of us with even the faintest experience of "managing change" in the declining industry of newspapers might imagine a mantra of more for less, challenging times, and all that: the bottom line is always that staff get cut and the product suffers, so fewer people buy it, so profits go down, so staff get cut, and so on, and so on, until it falls off a cliff. I can't wish that on anyone, not even the Sun, although as I said recently, I do reserve the right not to be miserably disappointed if the product disappears.
It may be a crisis that accelerated changes that could have happened anyway, or it may be the case that there were no plans to combine Sun and News of the World operations before the Screws became tainted by phone-hacking revelations. Wherever the truth lies, it has become an opportunity to make existing staff more fearful for their jobs than ever, when they've seen so many of their former colleagues sent down the job centre at such short notice. If you didn't have a compliant workforce before, a move like that, whatever the reasons behind it, is going to make them sit up and take notice.
What does it mean for the Sunday newspaper marketplace? It could have implications for other titles, who will no doubt be interested in seeing how the Sun manages a seven-day schedule. It may become more and more inviting for others to consider combining daily and weekly elements, even more than has happened already. Perhaps it might signal the beginning of the end of the Sunday newspaper as an entirely separate entity: if the Sun can do it, why shouldn't everyone else?
What are Sunday newspapers for nowadays, apart from the flogging of hugely expensive stuff that no-one can afford and lifestyles that no-one cares about, in the case of the "quality" press; or tedious revelations about reality television, in the case of the tabloids? Forgive me, if you possibly can, for taking the tediously obtuse tone of the kind of person who snippily leaves a comment under a blogpost to say that I read no further than the first three words before I decided that the author had got everything disastrously wrong, but I don't really get on with Sunday papers anyway. I see them as long reads for people who don't particularly like reading, or childishly cartoonish attempts at kiss-and-tell tedium, but then that might just be me. For many others, the Sunday paper is part of a weekend ritual, and long may it continue for them, I suppose.
Will the Sun change any of this? Will it be brash? Will it just be the same thing as every other day of the week, but without a page 3 (in a similar vein to the Saturday Sun)? We'll have to wait and see. Actually, I won't wait, and I probably won't see, but I do still feel that pang of sympathy for the poor souls in Wapping working harder and harder to keep churning it out. If it succeeds, it could open the floodgates to more mergers, more of the same. And that could change Sundays forever.