(BOOOOOO!!!!!) Sun on Sunday rises under Rupert Murdoch's watchful eye
Dan Sabbagh for The Observer (London) profiles the launch of Murdoch's latest waste of forest "The Sun on Sunday":
Rupert Murdoch's Sun on Sunday is launched on Sunday with a manifesto that attempts to set out a fresh agenda for the tabloid replacing the News of the World, which was closed by the media mogul last July.
Murdoch spent Saturday afternoon at the Sun's London headquarters as the newspaper before he headed off to see more than 3 million copies come off his printing presses just north of London.
Murdoch wants the title, edited by Dominic Mohan, to adopt a less strident, more female-friendly tone, as he hopes to regain market leadership on Sunday with a sale of at least 2 million – and preferably at or around 3 million. The Sun's six-day sale average is 2.75 million
He has also been closely involved in a seven-figure marketing campaign, pledging the Sunday newspaper to hold its reduced 50p price point to at least the end of the year. The News of the World cost £1, as did the Sunday Mirror and Daily Star Sunday before this weekend.