The news that the sales of the Sun fell below 3m for the first time ahead of the release of today's Abc's must alarm all print journalists.
Is it so much the decline in papers or are there specifics that relate to the paper.
The answer is probably a combination of both.Yes the Sun like all newspapers is suffering from the effect of online.(Yet not it's much improved website is showing good results.)
There are though more specific factors for the paper.It has undoubtedly been hit my metro mania.I am sure the thousands of commuters who have the paper shoved in their faces as they disembark from trains and buses do not then stop at the newsagents to buy a different newspaper(Yes this effects other papers too but the style of news competes directly with the Sun.)
More importantly though I wander whether we are seeing changes in demographics.The paper's traditional base of working class white and blue collar is disappearing fast.As people become more middle class their reading habits change.Added to that the Sun,unlike the Mirror has to a certain extent towed the line politically,showing broad support for an unpopular government.
The question is,how deep are Mr Murdoch's pockets and will we see wholesale changes at the paper,including the position of Rebecca Wade who has been there for over 5 years.
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