What we’re made of





The Sun Audience



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who are they?

MISSION UNSTOPPABLE

What are they like?

THEY KEEP IT LOCAL

They like what they know – the things that affect their lives.

THEY’RE ALL ABOUT FAMILY AND FRIENDS

They feel closer to them than to wider ‘society’.

THEY STICK UP FOR THE UNDERDOG

It’s not all bad. They champion genuine, straight-talking people.

THEY’RE DEPENDABLE

They’re the ones in their group who are stronger, more reliable (and yes, more competitive!).

THEY DON’T SIT ON THE FENCE

They have strong opinions, especially when it’s something they care about.

THEY’RE PROUD

They don’t waste time feeling sorry for themselves. They get on in life and celebrate their achievements.

THEY’RE GAME FOR A LAUGH

They see they brighter side of life.

Core Pillars

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BIG NEWS AND BIGGER VIEWS


We make it easy to get to grips with hard issues – no-one’s left in the dark.

We’re serious but we see the funny side too.

We’re never afraid to take on the establishment – they don’t scare us.

We’re always ready to stand up for our readers – we’ll do right by them.

We break news, and make news.

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WE LIVE IT


We know just how it feels to be a fan because we’re fans too.

And we approach the game with the same passion.

Our reporters are at every game, capturing the feeling as well as the action.
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MORE GOOD TIMES, MORE OFTEN


The best things in life aren’t always free. But we make them a lot cheaper.

Our tips, tricks and offers help money go further, make the tough times easier, and the good times great.
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THE BOSS OF GOSS


The soaps and scandals, break ups and make ups, outfits and hissy fits, revamps and revelations.


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VALUES R US


If our content pillars are what we do, then our values are how we do it.

Sun Value

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The Sun is always fun, from bring-a-smile-to-your-lips-funny to creasing-up-everyone-looking-at-you-lolz. And while we’re sometimes close to the bone, we’re always sparky and uplifting, not cynical or sarcastic.

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The Sun is in touch with its readers, understanding their hopes and dreams, as well as the things that really push their buttons.

We are always on their level, using language they’d use in the pub, the playground or the terraces – plain-speaking, telling it like it is.

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We don’t just write about things that matter to our readers, we use our scale and influence to make a real difference to their lives.

This is reflected in our tone; confident, with a little swagger, but never too full of itself.

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We take thorny, complicated stories and make them enjoyable and accessible for our readers.

Our language is straightforward and to the point.

We never let a clever creative idea get in the way of a simple message.



Making the news accessible doesn’t mean dumbing it down.

We invest more in news journalism than anyone else, even the BBC.



There’s nothing safe or vanilla about The Sun.

People love us because we push things to the limit, printing what others wouldn’t.

We’re ballsy – we go big or go home, sail close to the wind and never do things by half.