Though there’s not much new under the Sun, Mr. Murdoch is hoping to fill a void his defunct News of the World paper left behind, 2 months ahead of schedule. But will this brand extension succeed — with readers, with advertisers, with journalists?
Advertisers will want reassurance that being associated with a radioactive brand is good for their business, as the UK arrests and ongoing US criminal investigations continue to plague News Corporation;
Sun on Sunday employees, including staff writers, will be concerned with insulating themselves from the serious scrutiny now being placed upon them by the Leveson enquiry, US and UK law enforcement agencies and the public at large;
Readers want to know the corporate culture has been cleaned so the stories they read have been developed legally and ethically.