The Sun is struggling financially. Its sales are down by 7.6 per cent according to latest year-on-year figures and on top of that it is giving away almost 10 per cent of its copies for free. It has made a financial loss for the last two years.
It is a dinosaur which has had its day. Football fans have deserted it in their millions (not just in Merseyside). Most of its sports staff (people like Neil Custis) have no credibility and are well past their sell-by date. Like the rest of the tabloids it has lost touch with modern Britain and is increasingly irrelevant.