Labour are claiming that they don't care about the newspapers. Remember this is the political party that set out to control the media agenda from the mid 1990s and only now are finally losing control. "The Grid" is all but a busted flush, just like its masters - Gordon Brown, Peter Mandelson and Alastair Campbell.
In truth this decision has been a long time coming. Post the 2005 election afterglow, The Sun has been moving from supporting Labour to Conservative since late 2007 and I have been reporting this move here. It started with turning against Gordon Brown as the perception of him changed from prudent economic mastermind to wasteful incompetent.
In November 2007 I blogged
"Today it seems as though the Sun newspaper maybe about to turn on Gordon Brown, the hints have been there before but today that point is noticeably closer."
In March 2008 The Sun was still able to report seriously that:
"GORDON Brown today gives Britain his personal guarantee he will save the nation from financial meltdown....“My guarantee to the British people is that we will hold on to stability in these latest tough times."
In May 2008 I reported on a Trevor Kavanagh Sun column that seemed to echo one of my own and I concluded
"I am glad that Rupert Murdoch's tabloid paper is finally turning against Gordon Brown and the Labour party. Maybe the powers that be realise that Labour are a dead duck party. Read the whole article it's not the article that a Labour supporting paper would carry."
In August 2008 I reported The Sun comments that
"Gordon Brown has a reputation for dithering. He has added to it this week. And by doing so he has made David Cameron look like a credible leader."
In February I blogged that The Sun was about to swap sides and that
"today is not a moment too soon for Mr Brown to say sorry to the British people.
And walk out of Downing Street for good." I concluded "If it was indeed "the Sun what won it" in 1992 then I wonder if it will be again in 2009/2010. "
In March I concluded that
"Rupert Murdoch is moving his forces away from New Labour and that is the biggest signal that he has read the mood of the Country and he is moving to align himself with winners not losers. "
In May I wrote
"The Sun newspaper will never be behind the curve if it can help it so today's article entitled "Give Britain an election... now" is a real end of the line for Gordon Brown and the Labour Party."
Later in May I reported on Nick Robinson's claim that
"The Tory leader has struggled to get much attention for his call for a general election to elect a new Parliament to go along with a new Speaker. This, despite the fact that he is working in partnership with the Sun. "
In June I blogged about another Trevor Kavanagh article that included this call
"If you are a jaded but loyal Labour supporter, sitting on your backside is a form of protest, too. But as this newspaper argues today, the best way to get your message home - at least on Europe - is by using your ballot paper and voting Tory."
Finally in June I blogged about The Sun's reporting of the chaos as the heart of the Labour government
"George Pascoe-Watson has really turned on Labour with today's piece:
"LABOUR was in chaos over spending last night after accusing the Tories of planning cuts — only to admit they will have to do the same.
Children’s secretary Ed Balls said Labour would INCREASE spending on schools and hospitals after 2011 by cutting payments to other areas like defence.
But he was slapped down by one of his own Cabinet colleagues — with Deputy Chancellor Liam Byrne saying Mr Balls had no “crystal ball” and was WRONG to make the guarantee.
The amazing clash came as Labour was accused of LYING over its plans. "
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