12:36 am - 06/13/2014

The Sun marks the World Cup by giving away 22m papers to English homes

In a burst of patriotism on behalf of England's World Cup team, The Sun is distributing 22m copies of a special issue to almost every household in England.
The 24-page paper is being delivered over the next two days, courtesy of Royal Mail, as "an unapologetic celebration of England."
Its front page, headlined "This is our England", is a montage picturing 118 personalities said to "capture the very essence of England today", which was inspired by the Peter Blake's cover for The Beatles' album, Sergeant Pepper's Lonely Hearts Club Band.

To use the paper's own phrase, the issue encapsulates "what it means to be English in our culture and our history, and in our blood and our bones."

The initiative, which I believe to be the first of its kind, is also a subtle nod to the enduring joys of newsprint. It is "a timely reminder of why newspapers still matter so much in all our lives" and is also an assault on "cynics who do not believe the newspaper industry has a place in our digital world."

The Sun's blurb states: "We all turn to newspapers when our heads and hearts are all consumed by exactly the same thing. When a nation thinks and feels as one, we need our newspaper."

Indeed, the anonymous blurb writer deserves a credit for the purple prose that follows:

"We also celebrating ourselves — the small, rain-lashed country that is behind those three lions on that white shirt. This England. Our England.

Our history. Our food. And 2,000 years of English heroes, including everyone from Wellington to Robbie Williams...

We understand what it means to be English. We get it. This is the nation of Hope and Glory and Jerusalem, but it is also the land of Vindaloo by Fat Les — the best World Cup anthem of all time."

Anyway, back to brass tacks. The content includes advice to England's manager Roy Hodgson by James Corden; Blur's Alex James on English and South American cuisine; and chief football writer Steven Howard looking back at England's 1966 heroes. And, naturally enough, there is a lot more about football.

It is, of course, a massive promotional exercise. As The Sun's editor,David Dinsmore, concedes: "We are keen to show all of England just what Sun readers enjoy every day."

But it must be costing a small fortune and is further proof that both The Sun of 2014 and its publisher, News UK, are determined to put the past behind them.

And what better opportunity are they ever going to get than in doing so as the nation prepares, yet again, to dream of footballing success.

For the record, The Sun's special edition will not be delivered in Scotland, Wales, Ireland and to most of Merseyside, where a very different footballing memory involving the paper cannot be eradicated.

Postal workers in west Lancashire will not be made to deliver free promotional copies of The Sun, the Royal Mail said.

The paper has agreed not to distribute the issues in Liverpool because of the continued anger at the way it reported the 1989 Hillsborough stadium tragedy.

It is understood six members of staff in Skelmersdale were at Hillsborough on the day of the disaster.

Postal workers said they were "pleased" after Royal Mail said refusals would be considered on a case by case basis.

The Sun has started a nationwide giveaway of more than 20m copies of a special free mini-issue across England ending on Friday, with the exception of Merseyside, to tie in with the start of the World Cup.

Postal workers said they would walk out if they were made to deliver the paper, when they discovered copies would be delivered in the WN8 postcode area.

After their concerns were raised to Royal Mail, it said it would consider actions by workers on a case by case basis.

littlebones 12th-Jun-2014 11:49 pm (UTC)
Postal workers in west Lancashire will not be made to deliver free promotional copies of The Sun, the Royal Mail said.

weren't they going to strike if they had to anyway?
x_butterfly19_x 13th-Jun-2014 12:15 am (UTC)
haruhiko 12th-Jun-2014 11:49 pm (UTC)
"You have to have imagination on the left haven't you?

"You have to have imagination to look at Ed Miliband and imagine that he represents anything other than the death of the post-war socialist dream."
terresinconnues 13th-Jun-2014 12:06 am (UTC)
love u stew
x_butterfly19_x 13th-Jun-2014 12:17 am (UTC)
haruhiko 13th-Jun-2014 12:31 am (UTC)
Lmao good old Miliband ~inspiring the Labour faithful by posing with the Sun
bollyhood 13th-Jun-2014 12:41 am (UTC)
Labour are so fucking pathetic. I hate them with a passion of a thousand suns.
haruhiko 13th-Jun-2014 12:43 am (UTC)
The parallels between what Clinton and his ilk did here to the Dems what Blair did to Labour in the 1990s always struck me as interesting especially since that influence continues to persist and only worsens.
nineteensix196 12th-Jun-2014 11:49 pm (UTC)
"The paper has agreed not to distribute the issues in Liverpool because of the continued anger at the way it reported the 1989 Hillsborough stadium tragedy."

I forgot about that bullshit, when will this flop paper fold

insomniachobs 12th-Jun-2014 11:49 pm (UTC)
Well that'll go straight in the bin when it arrives. I may not live in Merseyside but I don't want your snot rag either...
thwick 13th-Jun-2014 01:17 am (UTC)
First thing I thought, straight into my silver bin for recycling.
she_who_dares 13th-Jun-2014 06:17 pm (UTC)
Send it to their freepost address - they have to pay to get their own paper back that way!
insomniachobs 14th-Jun-2014 12:20 pm (UTC)
God bless you for this genius idea
she_who_dares 14th-Jun-2014 12:22 pm (UTC)
There is a Freepost address doing the rounds online, but I'm told it'll still work if you send it to their regular mailing list without a stamp if it's "legitimate mail", the same way people mailed UKIP leaflets back to them a lot before the election. :)
grande_latte 12th-Jun-2014 11:52 pm (UTC)
great so toilet paper for all of england
missmonkeydust 12th-Jun-2014 11:55 pm (UTC)
The only good thing from this is that I now take it as cannon that the Doctor hates the Scum after both McGann and Colin ripped it one.
espressotorte 12th-Jun-2014 11:57 pm (UTC)
oblig Don't Buy the Sun
grande_latte Re: WHO CARES13th-Jun-2014 12:11 am (UTC)
piratesswoop 13th-Jun-2014 12:08 am (UTC)
lmao wtf @ tinky-winky
vickileekx 13th-Jun-2014 12:12 am (UTC)
lol i got one and it went straight into the recycling bag
punkylana 13th-Jun-2014 12:13 am (UTC)
vagabonden 13th-Jun-2014 12:21 am (UTC)
What a joke.
bollyhood 13th-Jun-2014 12:38 am (UTC)
If winning means more Scots vote yes, im rooting for em!
antigone_ks 13th-Jun-2014 12:51 am (UTC)
omg Fat Les. I haven't thought about Keith Allen in ages.

Damn you.
delicious_pocky 13th-Jun-2014 03:26 am (UTC)
last week the UK media was saying the same thing about england
tailzz0666 13th-Jun-2014 08:25 am (UTC)
literally used my copy for 2 things
1: half of it i put out for my cat to piss on as hes a shit who is going through a rebelious faze and won't use his tray
2: im currently setting the other half on fire because thats all its fucking good for
fabouluz 13th-Jun-2014 09:53 am (UTC)
jellycar 13th-Jun-2014 10:30 am (UTC)
lmao we got one and my mum was just so disgusted
artdecadence 13th-Jun-2014 10:54 am (UTC)
this literally just came through my door and I'm glad I'd read this and was warned tbh. i don't care for The Sun, the world cup or a photo of Rita Ora's knickers, so this is obviously going straight in the bin.

the only good part about it is the lil Bowie on the cover
storms 13th-Jun-2014 11:21 am (UTC)
mine went in the bin. what a waste of time and money.
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