The advent of a Sunday edition of national tabloid The Daily Star, expected to launch September 1, has galvanised Trinity Mirror into a rushed facelift of its Sunday People title.

Industry observers believe the newcomer could seriously erode the People’s weekly circulation of 1.3 million, and the revamp will be supported by a £2 million ($3.06m; €3.14m) TV ad campaign. But insiders expect this to be followed by a sustained defensive campaign costing many millions more.

The Sunday Star is expected to be priced at 35 pence – slashing the ground from beneath the SP’s 65 pence cover price. Editorially, it will follow the formula that made the fortune of its proprietor, porn purveyor Richard Desmond, albeit in a watered-down format of sport, scantily clad women and celebrity gossip, replicating its daily sibling which has enjoyed a 17% increase in circulation over the past year.

Data sourced from: Financial Times; additional content by WARC staff