Sun

17 Pages 4140 Words

ation in the Western World
Throughout it existence, with the exception of an all to short period
whilst newsprint was rationed during the Second World War, it has
struggled to survive. In the post war period after the rationing of
newsprint ceased the input of advertising determined whether a publication
continued remained financially viable The Daily with a readership drawn
mainly from the working class fail to attract sufficient advertising that
would, together with the cover price to make it financially viable. The
elite press such as the Daily Telegraph could survive and prosper on a
readership of just over a million, thanks to the advertising revenue it
attracted because of its prosperous readership The Daily Herald with a
marginally larger circulation was continually appealing to its readers for
support, as well as going cap in hand to the T.U.C. to enable it to stay
afloat. To gain access to the advertising so desperately needed to survive
I.P.C decided to close the Herald and re-launch it under a new banner The
Sun’ The concept was to aim for a new readership of the upwardly mobile
social radical, whilst retaining the loyalty of the Old Daily Herald
readership. The pre-launch research suggested that The Sun should have
gone down market and launch as a popular working class daily tabloid. The
Daily Mirror also owned by I.P.C already occupied this space in the market
. Despite the research, and almost as if it was a death wish the launch
went ahead with an almost impossible task. That of attracting two radical
wings of the left, who may have held similar political beliefs and
objectives, but held widely different views as to the means of obtaining
them. The new middle of the road Sun failed to attract the young upwardly
mobile radic...