|Rupert Murdoch with today's first ever Sunday edition of the Sun|
TODAY’S Sunday edition of the Sun ended up feeling a bit of a damp squib – very News of the World ‘Lite’.
But it’s set out its stall and is doing exactly what it says on the tin – trawling with a big net in the female market.
The paper is packed full of what women’s magazine journalists call or used to call (rather horribly I always thought) ‘womb tremblers’.
Amanda Holden’s birth ordeal , Harper Seven on the shoulders of dad David Beckham, ‘Agony of Murdered Nikitta’s Parents’, a brave war widow revealing she tragically miscarried just before her husband was killed, a grandmother’s love for her soccer star son and a girl reunited with her long lost dad.
All very worthy human interest stories. Female stories.
A total of 13 pages devoted to the staple fare of most women’s magazines. The Sun is leaving us in no doubt about its Sunday identity.
What we won’t be getting are investigations clearly. And the rest of Fleet Street won’t be waiting up late and holding its breath for revelations which will set the news agenda alight for the rest of the week.
But this is surely the type of tabloid paper we will be getting post Leveson, so in that respect it is setting the agenda other tabloids will follow.
It is so indistinguishable from the daily Sun that it will surely succeed in capturing many of its readers.
This product may disappoint died in the wool red-top Sunday journalists.
But that’s irrelevant. Today’s Sun is a commercial inevitability.
The News of the World is history. It’s not coming back.
The king is dead. Long live the queen.