IPC, under pressure from the unions, rejected Maxwell's offer, and Murdoch bought the paper for £800,000, to be paid in instalments.
An editorial on page 2 announced: "Today's Sun is a new newspaper. But it inherits all that is best from the great traditions of its predecessors. Lamb later expressed some regret at introducing the feature, although denied it was sexist.
The Labour MP Alex Lyon waved a copy of The Sun in the House of Commons and suggested the paper could be prosecuted for indecency.
This was about a quarter of what the Mirror then employed, and Murdoch had to draft in staff on loan from his Australian papers.
Murdoch immediately relaunched The Sun as a tabloid, and ran it as a sister paper to the News of the World. The first issue had an "exclusive interview" with the Labour Prime Minister, Harold Wilson, on page 9.
An extensive advertising campaign on the ITV network in this period, voiced by actor Christopher Timothy, Despite the industrial relations of the 1970s – the so-called "Spanish practices" of the print unions – The Sun was very profitable, enabling Murdoch to expand his operations to the United States from 1973.
In 1979 the paper endorsed Margaret Thatcher in the year's general election, at the end of a process which had been under way for some time, though The Sun had not initially been enthusiastic for Thatcher.On 26 February 2012, The Sun on Sunday was launched to replace the closed News of the World, employing some of its former journalists.It was launched by owners IPC (International Publishing Corporation) to replace the failing Daily Herald.Between July and December 2013 the paper had an average daily readership of approximately 5.5 million, with approximately 31% of those falling into the ABC1 demographic and 68% in the C2DE demographic.Approximately 41% of readers are women and 59% are men.Godfrey Hodgson of The Sunday Times interviewed Murdoch at this time and expressed a positive view of the rival's "Mirrorscope" supplement.