Sun Exclusive: Sun changes its mind about the last 12 years…

suncoverGot this from the Sun last night just after midnight (ie, a couple of hours after Michael had already blogged it for us):

TWELVE years ago, Britain was crying out for change from a divided, exhausted Government. Today we are there again.

In 1997, “New” Labour, shorn of its destructive hard-Left doctrines and with an energetic and charismatic leader, seemed the answer.

Tony Blair said things could only get better, and few doubted him. But did they get better?

Then a link to the story about their own great political haymaker that’s been coming ever since that Coulson business earlier in the summer… “Then one day the new Sun editor woke up and found the last twelve years were just a D-Ream…” seems the most obvious explanation for that bizarrely rhetorical last question…

  • “Sun changes its mind about the last 12 years”

    Mick, just think of the Sun as a Murdoch mouthpiece. Has Cameron already stepped into the crocodile shoes once worn by Blair?

    The Sun and the Times – they are a-changin.

  • disinterested observer

    I’m surprised they have come out in favour of the DUP after all they are going to hold the balance of power arent they.
    Sure isnt Peter Robinson staying on so that he can get a job in the Cabinet?

  • kensei

    Labour are miles behind with no hope of winning, and the Sun changes its mind? Shocked by this ideological about face, I am. Shocked.

    Why could they have done it?

  • Three quickies:

    1. This long-awaited volte-face doesn’t apply in Scotland, where the Cons are still a dozen percentage points behind Labour (and a couple more behind the SNP). It’s less to do with politics than a pathetic attempt to identify with the winning team (and it ain’t gonna swing Liverpool).

    2. The Sun, although the most successful of the UK tabloids, is struggling to stay above the 2m circulation figure. Its ABC numbers have already dropped below that critical level a couple of times, and are being buoyed up by heavy price-cutting in the South-East and Scotland. For a comparison, does anyone have to hand circulation figures for April 1992, when “It was the Sun wot won it”? I also recall that, by January 1994, the Sun was headlining a further change of mind: “What fools we all were”.

    “C’est la vie”, say the old folks,
    Which goes to show you never can tell.

    3. There’s a study by John Curtice on the influence of newspapers on voting. He concludes:

    British commentators are mistaken to assume that because the country’s press has a measurable impact on individuals it therefore can determine aggregate outcomes. Indeed, relative to the often highly evocative and strident manner in which the British press often conducts itself, its partisan impact is a small one… Even if there is an imbalance in the proportion of persons reading pro-Labour or pro-Conservative newspapers, the net effect on the balance of party popularity over any period of time tends to be small if evident at all. Above all, we have seen that a pro-Labour imbalance in the press in the 1997 election was insufficient to avoid a decline in Labour’s overall level of electoral support. And it is wholly unable to explain why there was a rise in the Liberal Democrats support at all.

  • Prionsa Eoghann

    True about Scotland Malcolm though they are leaning for the Tories without explicitly saying so. I guess this sums up the readership too thick to know any better, but should they declare for the Tories openly in ‘The Scottish(sic) Sun’ then the circulation would freefall. Still there is boobies on page three………….and ye nearly seen Jordan’s craic etc……


    I am not so sure that the Sun’s opinion matters much any more, the media is much more diverse and the Sun’s circulation has fallen below 2 million I think which is much less than 1997. Also i am absolutely positive that this is a case of the tail wagging and claiming to be the dog. They would have done their survey’s, smelt the wind and know which way most of their ‘white van man’ readership were going to vote. In short their new direction is reader driven.

  • Only Asking

    Labour is finished, Brown was on sky news interviewed by Adam Bolton and if that is a forerunner of the leaders debate heaven help him. We are a media communication system says Bolton, replies Brown you are sounding like a political propagandist.

    This brown feller really knows how to deal with the media – NOT.

  • Brit

    We’re (ie Labour) are certainly f@cked unless the economy does something pretty impressive in the next 6 months.

    However, I’ve said before I think that the Tory majority will be smaller than most people assume

  • Greenflag

    Well as long as they don’t lose the tits on page 3 and maintain the paper’s absorbent qualities most of the readers won’t give a bugger 😉

    6 months is a long time in politics and a week can be an eternity 😉

    The Cameroonians have to keep squeaky clean for another 7 months and that’s a tall order . Those Britons heading for the unemployment lines or those who fear heading there under Thatcher lite may help prevent any loss turning into a rout .

  • DC

    Just to add, The Sun hasn’t explicitly endorsed the Conservatives either, it wants to see more flesh on the bones on policy.

    Don’t we all, don’t we all!!

  • Greenflag @ 04:33 PM:

    Could we have a common recollection here? If so, we share it with the [presumed] lady who got the implication in first, with an early comment on the ConHome thread last evening:

    Better grow a really impressive pair of tits, Dave.

    I’m surprised it hasn’t already appeared, so, to expend a few more electrons, here it is:

    The Right Honourable James Hacker MP: Don’t tell me about the press. I know exactly who reads the papers: The Daily Mirror is read by people who think they run the country; The Guardian is read by people who think they ought to run the country; The Times is read by the people who actually do run the country; The Daily Mail is read by the wives of the people who run the country; The Financial Times is read by people who own the country; The Morning Star is read by people who think the country ought to be run by another country; and The Daily Telegraph is read by people who think it already is.

    Sir Humphrey Appleby: Prime Minister, what about the people who read The Sun?
    Bernard Woolley: Sun readers don’t care who runs the country, as long as she’s got big tits.

    Which, to add a small extra zest, is from the second series, 1987-1988.

  • Comrade Stalin

    I remember the period leading up to 1997 vividly, including Blair’s frantic efforts to win backing from The Sun. So listening to Labour saying “ah, we didn’t really care about them anyway” makes me smile.

    I still do not think that a Conservative victory is a foregone conclusion in the way that Labour’s victory in 1997 was foregone. Labour are fighting now in a way that the Conservatives were not back then. That said, I still can’t get my head around the idea of voting for another five years of that dour Scots git who draws some of his political inspiration from the BNP.

  • Only Asking

    However, I’ve said before I think that the Tory majority will be smaller than most people assume

    I saw mandelson on sky news quoting from a poll done by a company that does the polls for sky news, claiming that since last Friday the Tory party lead has halved. When he was asked was that down to Broons speech, he wouldn’t say yes or no, only that one swalow doesn’t make a summer. Even he knows, the polls may vary during this next few months, but the game is well and truly on, and Labour needs to fight hard for survival or they’ll be slaughtered at the polls.

  • Only Asking

    c*ntgate lol. this gets better, at least mandy is good for something, laughing at!

    Lord Mandelson’s reaction to The Sun’s switch last night was enough to make your mother blush. He used the c-word and it wasn’t “choice” or “cuts”.

    “C*nts!” is how the PrinceofDarkness/KindlyPussyCat responded, a senior source tells me.

  • Greenflag

    malcolm ,

    ‘Could we have a common recollection here’

    Indeed:) Thanks for resurrecting that brilliant gem . Sir Humphrey usually trumped Jim Hacker but not on that occasion and Bernard’s input was for a change right on the nipple sorry nail 😉

    I can already see the pre election Sun headline
    ‘The Cameroonians are coming ‘ splashed across page 1 with the page 3 insert displaying risque pin ups of Women’s Institute members in ‘ wave them ‘ for David mode 😉

    Sun readers will have seen nothing like it ;)?

  • Greenflag

    comrade stalin

    ‘I still can’t get my head around the idea of voting for another five years of that dour Scots git ‘

    Gordon has had a bit of bad luck in this crisis but who hasn’t ? He may be a dour Scots git and admittedly he never went to smiley school but you have to admit that behind that grumpy exterior there lies an even grumpier interior . I don’t know if I’d want to trust the Tories to bring the UK through this recesssion and out the other side without risking major social upheaval . And then there’s the Scots who may take a Conservative victory the ahem wrong way ?

  • Prionsa Eoghann


    Why would we in Scotland take it the wrang wiy? Might shove a few waverers aff the fence on independence……………..but ‘wrong way?!?!’

    >>..that dour Scots git…< <>>..He may be a dour Scots git…<

  • Cheshire Exile


    Tory rule at Westminster will be a gift to the SNP and the wider independence movement, and will accelerate the process of Scottish independence!

    Fascinating times ahead.

  • RepublicanStones

    Boris Johnson just spotted on Eastenders (by the missus…honestly).