As we noted at the time, The News of the World was ultimately undone by an advertisers’ revolt fuelled by public outrage and stoked by social media campaigning.

Fast-forward seven months, and this Sunday sees the launch of The Sun On Sunday – not quite long enough for a birth, so let’s call it a resurrection.  Certainly, despite the name change, many expect The Sun On Sunday to be nothing less than a rebadged version of the disgraced NOTW.  It’s just as provocative a move by Rupert Murdoch as the original decision to ditch The Sun’s sister title, not least because The Sun now finds itself at the centre of a probe into allegations of journalistic corruption.

Which begs the obvious question: who is going to advertise in the inaugural Sun on Sunday?  Circulation figures are likely to be massive, as Murdoch’s friends and foes alike buy the paper out of curiosity. But will big names risk the PR backlash for being so eager to get back in this soiled bed?  There’s a distinct chance that Twitter’s liberales take time out from munching on their muesli to name and shame the Sun on Sunday’s advertisers.  You could argue that only the brave, the bold and the stupid will stick their head above the parapet.  The decision to advertise in such a hot-button platform is as much a PR matter as a media one.

On the other hand, The Sun remains, almost uniquely, a newspaper that sells – and the Sun on Sunday should easily claw back the #1 market share that the NOTW enjoyed.  This could see newspapers who were boosted by ex-NOTW readers, notably arch-rival the Sunday Mirror, see their temporary fortunes reversed.  Will it become a badge of reputation for advertisers to keep faith with new Sunday media partners, or will the lure of the Sun on Sunday’s greater reach prove too tempting

Either way, it’s going to be a fascinating couple of weeks, and proof that advertiser power still has a huge part to play in our national press.