News International is looking to promote the newest member in its fold in order that it keeps up and around 38% of the market share of tabloid and mid-range newspapers.
Rupert Murdoch wants The Sun on Sunday to hover around the 40% sales mark in the tabloid and mid-range Sunday newspaper market and will sanction a marketing campaign focusing on content rather than the brand.
The Wapping-based newspaper was launched earlier this year to replace the News of the World newspaper which was closed by News International in July last year.
It is expected that the newspaper will keep its circulation to similar levels that News of the World had, which if the target is hit will see the newspaper sell 3.2 million copies each week.
By utilising the customer database, marketing operations and social media, the newspaper is hoping to build up a solid relationship with customers and readers so that they stick with the Sun on Sunday.
Rob Painter, the marketing director of the Sun on Sunday said: “The Mirror, People and Star on Sunday still have volumes that we hope to recruit for ourselves; their circulations have not yet gone to pre-News of the World closure levels.”
Other possible avenues for the Sun on Sunday include a similar version of The Sun Perks rewards scheme which its daily sister newspaper has used to great effect over Christmas periods in previous years.
News International are pleased with their initial brand launch so far, with 64% of people knowing the cost of the Sun on Sunday when asked in a survey.