Murdoch is effective at selling news  The first criteria for fitness to control a media company should be the ability to bring people the kind of content that they want to consume at a price they are willing to pay. Murdoch is undoubtedly good at this. When he took over the Sun in 1969 the sun was selling just over a million copies a day but by 1976 circulation was up to 3.7 million. [1] Murdoch has been very successful at selling newspapers, a declining industry, and has been supportive of both down market tabloids and quality broadsheets. That the News of the World up to its closure and The Sun have remained Britain’s most popular newspapers shows Murdoch is an effective media proprietor and fit to bring news to the people. If he was not customers would vote with their money.  [1] ‘The newspaper industry’, Monopolies and Mergers Commission, 1985, p.5