The Sun plays safe on Sunday debut

THE SUN ON SUNDAY celebrated a successful launch this weekend, pulling in 3.26 million punters for its debut edition.

It was certainly an impressive start for Rupert Murdoch's new tabloid, easily outselling its nearest rival, the Mail on Sunday, which managed its usual 1.9 million.

Meanwhile, the Sunday Mirror on 1.7 million, the People on 780,266, and the Daily Star Sunday with 640,406 were left trailing in its wake.

And so, Mr Murdoch was undoubtedly pleased with the newspaper's performance.

Having earlier said he would be "very happy" with the sale of two million copies, he tweeted: "Amazing! The Sun confirmed sale of 3,260,000 copies. Thanks all readers and advertisers. Sorry if sold out - more next time."

Already, there can be no doubt that the Sun on Sunday has shaken up the weekend market. In true Murdoch-style, it has arrived in a blaze of publicity and sparked a price war by retailing at just 50p.

The Daily Star Sunday tried to compete by doing likewise while Trinity Mirror - owner of the Sunday Mirror and the People - opted for an unconvincing strategy by reducing prices in only some areas of the country.

Nothing could match the novelty of the Sun on Sunday, though - even if the newspaper actually had a familiar look to it.

For a start, it was not the News of the World - that had become famous, and indeed infamous, for salacious 'kiss and tells', sensationalist undercover investigations and, eventually, its illegal practices.

Instead, it was more like a copy of the Sun in midweek. Leading with a big celebrity interview from Amanda Holden, the Sun on Sunday otherwise relied heavily on columnists such as Katie Price aka Jordan and political commentator Toby Young.

A full-page editorial - with the headline "A new Sun rises today" generally appealed to the readers' better nature, stating that, in the past, it had been "a tremendous force for good".

It added: "A newspaper which holds the powerful to account must do the same with itself. You will be able to trust our journalists to abide by the values of decency as they gather news." 

Nevertheless, this first edition was hardly hard-hitting stuff and, as such, it has generally received a lukewarm review from media commentators such as Roy Greenslade.

Of course, the opinion of the Guardian columnist will not have caused the staff on the Sun to lose much sleep but it is fair to say that the newspaper has had better days than on Monday.

The Leveson inquiry into media ethics has now moved on to cover the relationship between press and police following its coverage of the phone hacking allegations.

On a dramatic day, the Deputy Assistant Commissioner of the Metropolitan Police, Sue Akers, said evidence suggested a "culture of illegal payments" at the Sun.

DAC Akers also claimed that payments allegedly made by the Sun to public officials, including the police, were authorised at a senior level.

Meanwhile, outside of the inquiry, singer Charlotte Church was the latest celebrity to agree damages with Mr Murdoch's company News International.

Ms Church said she was "sickened and disgusted" after a court found that her phone had been hacked and the newspaper had gained access to her medical records.

Certainly, then, it would have been more interesting if this bad day had come straight before the launch of the new newspaper.

But, even if it had, it still remains likely that the curiosity of some members of the British public would have no doubt got the better of them following Mr Murdoch's multi-million pound campaign.

Rightly or wrongly, many readers will consider the Sun on Sunday to be a fresh start for the News International stable.

They will be pleased that it stayed away from trouble whilst also providing a big celebrity splash, exclusive columnists, and a 28-page football pullout.

From a journalism purist's perspective, this new newspaper may not quite have the same week-to-week impact as the News of the World - but nor will it be half the trouble of its predecessor.

For that reason alone, it looks as if the Sun on Sunday is here to stay for some time yet, regardless of what the inquiries say.