The launch of the Sun on Sunday is expected to generate two-thirds of the income made by its predecessor at News International, the News of the World (NoW) Enders Analysis has predicted.
The news of the Sun on Sunday will appear on newspaper stands from this coming Sunday (26 February), just days after Rupert Murdoch confirmed plans to publish it in the first place, is likely to generate widespread interest in its first week, but unlikely to replace the revenue generated by the NoW.
Enders Analyses stated; “In the intervening period, Trinity Mirror has picked up the bulk of the 55% of NoW copies that have not entirely fallen out of the market since June 2011.
“The £150 million revenue once generated by NoW is diminished and dispersed among rival publishers and we estimate that even a triumphant launch would likely generate half to two thirds of the income of the closed title.”
The closure of NoW was announced in July by News International, but quickly rumours that it would see the newsroom at The Sun extended to operate on a seven-day-bases quickly arose.
Murdoch finally confirmed the decision to launch the Sun on Sunday in an email to staff on Friday 19 February.
Media buyers have already offered The Drum their reaction to the news of a new Sunday newspaper being printed by News International.