Sunday Sun is more than just a Sunday edition

The launch of a Sunday Sun is far more complex than simply replacing the News of the World; it is a new brand concept which will appeal to readers and advertisers in a different way to any other Sunday newspaper.

Lara O'Reilly

The Sunday edition has some major differentiators from its rivals. The main factor likely to send a collective chill down Trinity, Northern & Shell and Associated’s spines is the price point.

Estimated to have a cover price of around 50p, the Sunday Sun is up to three times less expensive than its close rivals – and it even includes the ever-popular former News of the World supplement Fabulous.

The inclusion of Fabulous and – if rumours are to be believed – the toning down of the Sunday edition’s content to be more family-friendly is likely to boost the brand’s appeal to women; a market that often feels shunned by a red top market centred around salacious sex scandals.

If News International can prove it is reaching this lucrative audience on a Sunday, as well as continuing to appeal to brands familiar with the weekday Sun, new advertisers wanting to reach female consumers could enter the diminishing Sunday newspaper advertising space.

Click here to read about News International’s rivals’ “advertising bun fight” sparked by the launch of the Sunday Sun

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