Rising Sun - Why the UK's newest Sunday paper is important for us all

  • So, it appears that we are about to welcome a new national newspaper – The Sun on Sunday, which launches this weekendRupert Murdoch has travelled to the UK to personally oversee its launch and is pulling out all the stops. Only recently, he promised that it was ‘coming soon’ and now it’s almost here.

    It’s the first launch of a national newspaper in the UK since 1990, when The Independent on Sunday was introduced. Some would argue that it’s not really a new launch at all, but merely a rebrand of The News of the World, which News International shut last year in the aftermath of the phone hacking scandal.


    Will The Sun on Sunday really just be The News of the World with another name? The answer is probably ‘yes’. How different can it be? In any case, most of the journalists are the same ones that worked on The News of the World. Have people had enough time to forgive and forget what happened to trigger the end of The News of the World? I doubt it. Will advertisers want to be associated with the publication? Only time will tell.


    Murdoch believes there is a gap in the market and says that readers are begging him to launch the title. He will have certainly looked at the numbers and will have saved money in certain areas – newspapers operate on much smaller staffing levels than previously.


    The world has, of course, changed dramatically since The Sun launched in the 1960s. Then, if somebody wanted to read topical, lively, celebrity-focused news, they’d turn to The Sun. The Sun remains the UK’s top selling national paper, but, along with all the other nationals, its circulation has dropped considerably since the beginning of this century.


    Today, there are people who read all of their daily news online – on computers, tablets and smartphones. Newspapers no longer hold their central role as the source of news: Twitter, Facebook and blogs vie for pole position. Celebrities now don't have to depend on a small number of newspapers to massage their egos – their huge PR machines churn out content which turns up on numerous websites and news portals across the globe.  And while celebrities are busy producing their own content, clued-up corporates are doing the same - producing content, through blogging and articles, to improve their SEO rankings and keep their names in front of potential customers.


    Whether one is a fan of tabloid newspapers or not, the launch of The Sun on Sunday - and any other major news title for that matter - is an undeniably good thing. Serious reporting will be the casualty if newspapers fail.


    Over the years, journalists have been applauded for exposing corruption, injustice and suffering.  At the end of the day, in theory at least, their job is to find the truth. The industry has severely blotted it's copybook over phone hacking, but if newspapers do fail and we are left with self generated content produced purely for promotional reasons, we will surely be left not knowing what to believe. Cynicism will prevail.


    This is something that companies need to take onboard. Those that are producing content should be applauded – but it has to be well-written and relevant. Poorly crafted, puffy, self-promotional pieces will be discarded with the same disdain as celebrity gossip and do nothing to build respect and trust. Conversely, content that adds value and is independently assessed and accepted as news by a journalist has instant credibility. Businesses should consider engaging a journalist to help them present their news and opinions correctly.


    How The Sun on Sunday fairs once Mr Murdoch has gone home remains to be seen, but I predict that, if you want a copy of the first edition, you should get up early to make sure you get one.

Related articles

  • Read More

    SharpSpring launches visual workflow builder to enhance lead generation and sales

    SharpSpring recently announced the launch of their Visual Workflow builder. The new feature intends to make the process for creating workflows easier and brings it in line with the likes of Pardot...

  • Read More

    Why can’t we make faster business decisions?

    Malcolm Gladwell, in his book Blink, argues that the lengthy procrastination that often takes place in decision-making is ‘post self-justification’, because we actually make up our minds pretty...

  • Read More

    Marketing activity so bad it’s quite literally criminal

    A news article came out through the Bangkok Post (we found it through The Verge) last week about the arrest of three Chinese nationals. The trio had been paid over £10,000 a month to run a...

  • Read More

    Jason Dilworth joins The Marketing Eye to develop technical capability

    Financial services marketing agency, The Marketing Eye, has appointed Jason Dilworth to the new role of Technical Director in a move designed to expand and develop the company’s data-driven...

  • Read More

    A third of B2B marketers are tracking sales through social

    For an industry whose origins and continuing existence rely heavily on the accurate analysis of statistics, the insurance sector would do well to note the seismic shift taking place in modern...

  • Read More

    Repeat, Repeat, Repeat – 4 reasons to keep contacting the same prospect list

    Asking someone to buy your product or sign up to your service after only one mail-shot or email is unrealistic. We can’t expect that one email, no matter how carefully crafted, will be enough to...

  • Read More

    Promoting video content on social media

    So, your business has splashed out on a big, beautiful high quality piece of video content, you are going to want to stretch it as far as it will go, right? Then don’t do what everyone else does...

  • Read More

    Four Facebook ad campaigns you should be running to attract and retain investors

    With around one-fifth of the world’s population on Facebook, you would think generating brand awareness and leads from it would be a piece of cake. The reality is less straight forward. With a...

  • Read More

    6 quick wins when you first sign up to marketing automation

    Marketing automation systems are powerful, intelligent and the bedrock of many businesses' marketing strategies, but getting to learn and understand them takes time and dedication. Not becoming...

  • Read More

    7 characteristics of social media implementation in B2B marketing

    If you look for evidence of the potential benefits to B2B organisations of social media, you will see both lead generation, as well as brand reinforcement are being addressed to great advantage....

Take the first step

To find out more about how we can help you grow faster, please get in touch. We'd like to hear from you.  Or try our instant marketing healthcheck, it's free!

Quick Contact

Quick contact


Contact us

T 01825 765617

E hello@themarketingeye.com

Our offices

Full details of our offices in London and Uckfield more

Request a call