Who the hell would launch a Sunday national tabloid newspaper from scratch in a market which is chugging along like a battered old printer?

Well, step forward one Rupert Howell, the Hush Puppy wearing advertising veteran who nearly made it to the top of ITV and was last rumoured to be a candidate for the chief executive’s role at the RFU (rugby football union). Read more on Not even Icarus would be foolish enough to launch a Sunday tabloid from scratch…