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Daily Mirror Express Rupert Murdoch

And on the Seventh Day, there will be the Sun, minus Page 3 girls

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By Noel Young, Correspondent

February 21, 2012 | 3 min read

So it's not the 'Sun on Sunday'. Simply The Sun, with the same masthead as the daily paper. And there will be no topless Page 3 girls. The Sun's Sunday edition will be aimed more at family than was the News of the World.

On the 7th day, the Sun also rises

That's the latest on Rupert Murdoch's surprise package.

Insiders have been at pains to make it clear, said the Guardian, that the newspaper is not a "Sun on Sunday" – but instead simply a Sunday edition of the newspaper that will have some "specialist staff" but without its own editor.

There will be a strong focus on sport – a key part of the successful News of the World formula – television, more features and a commitment to continue with investigative reporting.

Female readers will eventually get Fabulous magazine, which is moving move back to its original Sunday publication day.

The Dear Deidre column will lose some of its sex focus to tackle more family-oriented issues at the weekend.

And the price? "Unconfirmed rumours have pointed to a limited promotional price of about 50p ," says the Guardian.

Expected print run: about 3m.

"They have made it clear that they want to get back to being the market leader, to even go beyond the level that News of the World was selling," one media agency executive told the Guardian. News of the World was selling about 2.67m copies when it closed last July.

News International is said to be offering deals to get advertisers to run in three of the first four weeks. Paul Hayes, the commercial chief at News International, has also pledged a multimillion-pound ad campaign to support the launch .

"They know they need to get to a lot of people; lots of readers have lapsed and rivals will not sit by," a media agency executive told Guardian. "Their biggest worry is diluting the six-day readership over the seven days; they need to bring in new readers as quick as possible."

The Sunday Mirror , the People , the Daily Star Sunday, the Express and the Mail on Sunday will all be in there, slugging it out.

Daily Mirror Express Rupert Murdoch

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