The Sunday Post has set itself up against the News of the World as a 'warm, entertaining newspaper', standing for the 'values good people hold dear'.
On the day the News of the World was published for the last time – in the wake of allegations that it hacked the mobile phones of, among others, the murdered teenager, Milly Dowler – the Dundee-based compact title devotes its whole front page to promoting itself as a 'paper you can trust'.
Against a black background, bold white letters declare: “The Sunday Post is proud to stand for the values good people hold dear: honesty, integrity and decency.
“We have built our reputation on these principles and have remained true to them for generations.
“We are the paper you can trust to deliver a great read for ALL the family.”
It then deploys its cartoon favourite, Oor Wullie, who is quoted, saying: “Hacked off? Then join us for buckets of fun!”
Page two continues: “What's the most prized commodity in the country at the moment? Is it gold? Diamonds? Oil, perhaps? No, it's something far more precious – trust.”