Can the Sun on Sunday really keep Rupert happy?

The Murdoch tabloid will have to buck the industry trend.

So, no pressure then. Thirty six hours before the presses were set to roll for the debut edition of the Sun on Sunday -- aka NotW: Resurection -- Rupert Murdoch took to Twitter. He wrote:

The Sun:great speculation, sweeps, etc on Sunday's sale.I will be very happy at anything substantially over two million!— Rupert Murdoch(@rupertmurdoch) February 24, 2012

 

Murdoch, whose every passing tweet reads like an audition for an as yet to be commissioned series of Grumpy Old Men, has promised staff in Wapping to stick by "you all, in London, for the next several weeks". To some that sounds warm and avuncular. To others, like a threat.

And quite what "substantially over two million" means is anyone's guess.

There remains an appetite for Sunday redtops -- both the Sunday Mirror (sales up 65 per cent since the News of the World stopped printing) and the Daily Star Sunday (up 95 per cent from a lower base) greatly benefitted from the absence of a Murdoch tabloid on the Sabbath.

Yet the overall trend for newspaper sales is firmly in the other direction -- and that hasn't changed in the six and a half months since the NotW said "Thank you and Goodbye".

Consider that most nationals are down substantially (that word again) year on year -- sales for the Sun, for example, are 8.35 per cent lower, according to the most recent figures released by the Audit Bureau of Circulation.

Prior to its closure the NotW was already suffering a similar decline. In the six months from January to June 2011 the paper sold an average of 2.68 million copies a week; impressive numbers but 7.75 per cent fewer compared to the same period 12 moths earlier. Go back to 2010 and the decline was 3 per cent. So the loss of sales is not only ongoing, it's accelerating.

Consider too, that in the age of Leveson, a more button-upped Sunday tabloid will have lost the shock appeal on the news-stand it once had.

The buzz around the first issue will help Murdoch towards his personal target but once things settle into the weekly routine, will the Sun on Sunday really be able to hit 2.5 million, or more?

Regardless, our own Peter Wilby believes the shareholders at News Corp are playing a longer game that ends in the sale of Murdoch's UK newspapers. In the current New Statesman, Wilby writes:

A successful launch of the Sun on Sunday ensures a higher sale price.

 

 

Jon Bernstein, former deputy editor of New Statesman, is a digital strategist and editor. He tweets @Jon_Bernstein. 

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What did Jeremy Corbyn really say about Bin Laden?

He's been critiqued for calling Bin Laden's death a "tragedy". But what did Jeremy Corbyn really say?

Jeremy Corbyn is under fire for describing Bin Laden’s death as a “tragedy” in the Sun, but what did the Labour leadership frontrunner really say?

In remarks made to Press TV, the state-backed Iranian broadcaster, the Islington North MP said:

“This was an assassination attempt, and is yet another tragedy, upon a tragedy, upon a tragedy. The World Trade Center was a tragedy, the attack on Afghanistan was a tragedy, the war in Iraq was a tragedy. Tens of thousands of people have died.”

He also added that it was his preference that Osama Bin Laden be put on trial, a view shared by, among other people, Barack Obama and Boris Johnson.

Although Andy Burnham, one of Corbyn’s rivals for the leadership, will later today claim that “there is everything to play for” in the contest, with “tens of thousands still to vote”, the row is unlikely to harm Corbyn’s chances of becoming Labour leader. 

Stephen Bush is editor of the Staggers, the New Statesman’s political blog.