"The Sunday Thing" - why do Sunday editions need a special name in a 24/7 news culture?
Nobody will be surprised that News International won’t want to leave a vacancy in the Sunday tabloid market for long, but the thing I am intrigued by is the choice of name.
I love lots of things about the news industry, the brands, the history, the heritage, and the way that papers take the names of communications devices or everyday things and turn them into identities.
But why, in the 21st century, you still need a different name for a paper printed on a Sunday escapes me.
Historically, of course, there were some good reasons. With a narrow competitor set, a different name stressed that the package was special and stood-out from the average weekday fare. Working practice also meant that there was often editorial separation, and a different title allowed for separate negotiations with unions over working conditions.
And it is an old tradition. The last big national Sunday paper launches were the Mail On Sunday in 1982, and the Independent on Sunday in 1986 - a time of four television channels, and CEEFAX as the only round-the-clock news service.
We live in a twenty-four hour always on news culture.
What other vertical would launch a “new” product with a digital aspect that only worked one day a week, and which needed different URLs, apps, designs, templates and technology?
Put it this way, can you imagine having to visit sundayfacebook.com, or remembering that you had to go to “Google on Sunday” instead?