Serialisations of erotic books were frequent; the publication of extracts from The Sensuous Woman, at a time when copies of the book were being seized by Customs, produced a scandal and a significant amount of free publicity.
The editor, Larry Lamb, was originally from a Labour background with a socialist upbringing, while his temporary replacement Bernard Shrimsley (1972–75) was a middle-class uncommitted Conservative.
Bill Grundy wrote in The Spectator in July 1969 that although it published "fine writers" in Geoffrey Goodman, Nancy Banks-Smith and John Akass among others, it had never overcome the negative impact of its launch at which it still resembled the Herald.
Book publisher and Member of Parliament Robert Maxwell, eager to buy a British newspaper, offered to take it off their hands and retain its commitment to the Labour Party, but admitted there would be redundancies, especially among the printers.
An extensive advertising campaign on the ITV network in this period, voiced by actor Christopher Timothy, Despite the industrial relations of the 1970s – the so-called "Spanish practices" of the print unions – The Sun was very profitable, enabling Murdoch to expand his operations to the United States from 1973.
In 1979 the paper endorsed Margaret Thatcher in the year's general election, at the end of a process which had been under way for some time, though The Sun had not initially been enthusiastic for Thatcher.
Regional editions of the newspaper for Scotland, Northern Ireland and the Republic of Ireland are published in Glasgow (The Scottish Sun), Belfast (The Sun) and Dublin (The Irish Sun) respectively.
On 26 February 2012, The Sun on Sunday was launched to replace the closed News of the World, employing some of its former journalists.On , it ran the unequivocal front-page headline, "VOTE TORY THIS TIME".The Daily Star had been launched in 1978 by Express Newspapers, and by 1981 had begun to affect sales of The Sun.As a broadsheet, it was founded in 1964 as a successor to the Daily Herald; it became a tabloid in 1969 after it was purchased by its current owners.Between July and December 2013 the paper had an average daily readership of approximately 5.5 million, with approximately 31% of those falling into the ABC1 demographic and 68% in the C2DE demographic.This was about a quarter of what the Mirror then employed, and Murdoch had to draft in staff on loan from his Australian papers.