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.Sexually related features such as "Do Men Still Want To Marry A Virgin?" and "The Way into a Woman's Bed" began to appear.Murdoch found he had such a rapport with Larry Lamb over lunch that other potential recruits as editor were not interviewed and Lamb was appointed as the first editor of the new Sun.Lamb was scathing in his opinion of the Daily Mirror, where he had recently been employed as a senior sub-editor, and shared Murdoch's view that a paper's quality was best measured by its sales, and he regarded the Mirror as overstaffed, and too focused on an ageing readership.
Rupert Murdoch, meanwhile, had bought the News of the World, a sensationalist Sunday newspaper, the previous year, but the presses in the basement of his building in London's Bouverie Street were unused six days a week.
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.
In 2012, The Sun on Sunday was launched to replace the closed News of the World, employing some of its former journalists.