Major advertisers seem favorable. Supermarket retailer Tesco said it was reviewing the situation, while rival Morrisons said it expected to advertise in The Sun on Sunday. Even brands whose boycott of the News of the World helped force its closure were open to the idea of supporting its successor.
Major gas and electricity supplier Npower — which pulled its ads from the old tabloid — suggested it was still on the fence about promoting its brand in the new title.
"It was only after careful consideration we decided to cancel advertising in the News of the World," the company said in a statement. "We will give careful consideration on whether to advertise in any subsequent replacement."
Copyright 2012 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.