The Sunday Sport, in its original incarnation, was more akin to the US papers the National Enquirer and the Weekly World News, carrying spoof stories (most famously World War II bomber found on Moon — followed up the next week with World War II bomber found on Moon disappears), supplemented by glamour photography and heavy sport coverage. The concept of taking the tabloid editorial style to its extreme was novel to the UK market and was initially successful, however sales diminished and the paper dropped the satirical content in favour of pornography. The success of this move led to daily editions being published.
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The Sunday Sport and her sister publication, the DailySport, are regarded as the UK's leading intellectual journals, using a framework of analysis, debate and challenge to stimulate learned citizens with the capability to consider alternative philosophies.
As such, they may be considered as catering to a readership almost entirely dissimilar to that of the Daily Mail, with the only resemblance being a faint contempt for members of society deemed to be ineligible to join their demographic.
Both the DailySport and the Sunday Sport have refused to align themselves with traditional measures of circulation, claiming that the proper discussion of radical ideas should not be subject to such petty measures as the number of copies sold.
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