Editor David Dinsmore welcomes Stig for his 'knowledge and experience'
Stephen Abell, the former director of the Press Complaints Commission, has been appointed as managing editor of the Sun.
The appointment signals the continuing change of culture at Rupert Murdoch's tabloid since the arrival of David Dinsmore as editor at the end of June.
It is thought that Dinsmore played a key role in attracting Abell, universally known by his nickname, Stig. In a statement registering his "delight" at the appointment, Dinsmore said: "I know Stig will bring a tremendous amount of energy, talent and commitment to the title."
He added: "Press regulation has never been a hotter topic and it is of huge benefit to have someone of Stig's knowledge and experience on board as we chart a course through choppy waters".
Abell said of his appointment:
"I am proud to be joining the Sun at this incredibly exciting time. You would have to have been living in a cave over the last few weeks not to notice the Sun, from the coverage of the royal birth to the launch of Sun+.
"As someone who cares deeply about good journalism – and the future of the newspaper industry – this is an opportunity I could not refuse. I cannot wait to get started."
Abell, 33, is regarded throughout the industry as a calming and thoughtful character with a genuine belief in the virtues of press self-regulation. He was PCC director for two years of his 10-year period at the commission, leaving in February 2012.
He succeeds the combative Richard Caseby, whose departure was officially confirmed by News UK last week with an effusive statement by Murdoch in which he referred to Caseby's "passionate defence of our company and staff".
After leaving the PCC Abell joined the independent communications consultancy, Pagefield, where he headed its "crisis and issues management practice."
But he continued to take a very close interest in the newspaper industry. He wrote about press issues for several papers, including the Independent, the Guardian and the Daily Telegraph. He has also been a regular reviewer of newspapers for Sky News.
It is not known whether Abell's appointment will affect the position of the Sun's ombudsman, Philippa Kennedy, who was appointed in September 2012 after being approached by Caseby.
There is a history of PCC staff joining newspaper companies. Former PCC director Guy (now Lord) Black is executive director of the Telegraph Media Group and a former PCC public affairs director, Will Gore, is now deputy managing editor of the Independent and Standard titles.
Comment: I have no doubt that many newspaper editors and executives will be gobsmacked by the news of Abell's appointment. There may well be a feeling that he has changed sides and reversed the normal order of things – the gamekeeper has become the poacher.
But if you see it in the context of Murdoch's post-hacking clean-up campaign, and a new strategy for his beloved red-top, then it makes sense. Abell could well prove to be an inspired choice, both internally and externally.
He is certainly no softy. When at the PCC, he always argued his case with passion. That was tempered, however, by his ability to do so with logic and without rancour.
What his appointment confirms is that it isn't business as usual at Wapping. Dinsmore, more outgoing than any previous Sun editor, has shown a willingness to communicate his opinions by talking to other journalists and by appearing on radio.
This is not merely a PR offensive. Dinsmore's public defences of his paper are noticeably confident and appear to spring from a recognition by Murdoch that the Sun, whose print sales have been declining faster than those of rivals for the last couple of years, needed to take a new direction.
If the paper is to prosper it has to build a more harmonious, inclusive image in order to win as big an audience as possible to its new offering – its digital product, known as Sun+.
Murdoch and Dinsmore – in company with News UK's chief executive, Mike Darcey – know how crucial it is to build a subscriber base for the paper's website. To that end, Dinsmore has been in the forefront of persuading people to pay for access.
Having erected its paywall, it is obvious that the paper's future hangs on its ability to attract paying customers. The big lure is football, with exclusive clips of Premier League matches.
The fear is that the negative publicity ever since the News of the World hacking scandal broke, followed by the arrests of Sun journalists over allegations of paying police officers and public officials for information, will deter people from subscribing.
That's why Abell could be beneficial. Together with Dinsmore, he could help to transform the paper's image by persuading the public that the Sun, in spite of its controversial past – and with trials yet to be heard – has turned over a new leaf.
It is even possible to speculate that the surprising decision to drop Page 3 topless models from the paper's Irish edition is something of a dry run in order to gauge its effects on sales. It could conceivably lead to the end of Page 3 across all editions.
Then, of course, The Sun will not only be cleaning up but covering up as well.
