* Daily Mail trialing new Sunday tabloid - source
* News Int'l may be looking at 'Sun on Sunday'
* Daily Mail Trust shares rise 1.7 percent
LONDON, July 15 Britain's media groups are
rushing to fill the void created by the closure of the
best-selling News of the World, the News International Sunday
tabloid that shut last week following allegations of phone
Associated Newspapers, the national titles division of the
Daily Mail & General Trust (DMGOa.L), is doing an internal dummy
run on a mass-market Sunday tabloid this weekend and will launch
next weekend if it is a success, a source close to the situation
The Daily Mail group declined to comment.
Names under consideration for the new title are The Sunday
and The Sunday Lite, the source said, adding that ex-Sun editor
Kelvin MacKenzie had been mooted as a columnist.
"This should be seen as a bold, opportunistic response to
the demise of the News of the World," said Panmure Gordon
analyst Alex DeGroote said on Friday.
The Daily Mail already has printing and distribution
covered, so launch costs would likely be modest, he said.
The Internet domain name thesunday.co.uk was registered on
July 7 by a party called Colin Wilson Engineering.
Sundaylite.co.uk, which was originally registered in 2007, was
renewed on July 8 by an individual named Simon Dooner, according
to the Whois domain names database.
Meanwhile, Rupert Murdoch's News International - the UK arm
of News Corp - has taken control of internet domain
names thesunonsunday.co.uk and sunonsunday.co.uk, fuelling
speculation that it aims to launch a 'Sun on Sunday' version of
its daily tabloid, The Sun .
The name 'Sunday Sun' is already in use by a regional
newspaper in northern England.
Daily Mail already publishes the Mail on Sunday for the
mid-market, which it dominates. Its circulation was 1.9 million
in May, the latest month for which figures are available.
The News of the World was Britain's most popular Sunday
newspaper, with a circulation of about 2.7 million, until it was
shut down after 168 years to try to contain an escalating phone
Its previous editor, Rebekah Brooks, became the most
high-profile name to lose her job over the scandal when she
resigned as News International chief executive on Friday.
Britain's other mass-market national tabloids are the Sunday
Mirror, The People (both owned by Trinity Mirror ), the
Sunday Sport, recently bought out of administration by its
founder, and the Sunday Express, owned by media baron Richard
Earlier on Friday, Euromoney , the financial
information unit of the Daily Mail group, said its overall
trading performance was in line, with its niche events business
driving revenue growth.
Daily Mail shares were up 1.7 percent to 429 pence at 1219
GMT, valuing the group at around 1.6 billion pounds ($2.6
($1 = 0.620 British Pounds)
(Reporting by Georgina Prodhan and Rosalba O'Brien; Editing by