Back in September when the NOTW closed, there was already talk of the inevitable ‘Sun on Sunday’ launch. It was just a matter of News International getting their very public affairs in order and choosing the time to strike. This came on 26th February, with just a week’s notice from the news breaking to the first edition being published. This fast action was necessary to give their competitors minimal time to prepare a counter-attack.
The launch was backed with a large marketing campaign including a TV ad, which aired during ITV’s live coverage of the Brit Awards, copies of the first edition being distributed free of charge at the Brits, outdoor adverts on digital screens and numerous print ads in their sister titles (The Sun and The Times). A plethora of puns were used, including “In Britain The Sun comes out every day.” and “four days ’til The Sun day” (on the Wednesday prior) in order to capture the attention of the nation and in hope of steering themselves away from the doom and gloom of the previous 6 months within News International HQ.
Its launch circulation was recorded by ABC at 3,213,613. According to very early unofficial industry estimates (source: theGuardian.co.uk 5th March 2012), the second edition dipped by more than 500,000, a fall of circa. 17% week on week. However, this fall was already anticipated by Rupert Murdoch who tweeted: “What will second Sunday edition of Sun sell? My guess down fifteen per cent would be a great result.”
MEC view
It is clear to see that the title’s launch has been a boost to the UK newspaper market - it lifted national newspaper sales by more than 1. 5 million copies in its first weekend. It has also certainly had an impact on its competitor set, with the Sunday Mirror losing 90% of the circulation that they gained from the closure of the NOTW in the past 2 weeks alone. This goes to show just how price sensitive this market is, with the Sun on Sunday sold at 50p vs the Sunday Mirror’s cost of £1.00.
http://www.campaignlive.co.uk/news/1118845/
http://www.guardian.co.uk/media/greenslade/2012/mar/08/trinity-mirror-slybailey
http://www.guardian.co.uk/media/2012/mar/05/sun-on-sunday-loses-sales?newsfeed=true
http://www.guardian.co.uk/media/greenslade/2012/feb/27/sun-on-sunday-sundaymirror
