Three decades on from "It's The Sun wot won it", the power of the tabloid press has diminished significantly.
But The Sun's decision today to back Labour and Keir Starmer could still be important. As the paper's former editor David Yelland told The New Statesman last year, newspaper endorsements "reverberate around the Westminster village like sonic booms".
What did the commentators say? Although newspaper endorsements are "no longer as significant" as they were in past elections, said the i news site, they are "still highly sought after" by political parties.
Take Labour, which despite a consistent 20-point lead over the Conservatives, has spent considerable time and effort trying to woo Fleet Street, particularly the Rupert Murdoch-owned stable: The Times, The Sunday Times and The Sun.
Ayesha Hazarika, a former Labour adviser who now sits in the Lords, told i news that although newspaper endorsements are "not as potent as they once were", it was still a "significant move" for The Sunday Times to back Labour for the first time in almost 20 years. Also winning the support of The Sun is seen as a "symbolic prize" by the Labour leadership, according to the site.
Pat McFadden, Labour's election campaign co-ordinator, suggested as much when he told LBC that these endorsements "matter" because they demonstrate broadening appeal.
Yes, the number of voters likely to be persuaded by a formal endorsement would probably be "trivial", said Archie Bland in The Guardian. "But if an editor can be persuaded that Starmer deserves a shot, Labour's stories will get a more sympathetic hearing."
What next? Endorsements still matter "because they can become a self-fulfilling prophecy", said Yellend, and because "the political parties, leaders and the lobby are obsessed with them".
If Labour wins on Thursday, as is widely expected, it "won't be because of its press backing", said Politics.co.uk."But like any observer of events, newspaper editorial boards can see the direction of travel." Any further endorsements "will only strengthen the 'Change' narrative at this election's core". Ultimately, Fleet Street's backing of Starmer "amounts – at the very least – to another striking sign of the times for Rishi Sunak et al". |