By the time that Murdoch acquired his first British newspaper in 1969—the News of the World of London—he had put together a proven formula for boosting circulation, which entailed an emphasis on crime, sex, scandal, and human-interest stories with boldface headlines, prolific sports reporting, and outspokenly conservative editorializing. This formula was successful with both the News of the World and The Sun, a London daily that he acquired the following year.