by: Mark Sweney | Guardian.co.uk

News International's decision to hide the front page of the Sun behind an advertising cover wrap for the first time in its history – coupled with a recent 10p price rise – is estimated to have cost Rupert Murdoch's tabloid almost 140,000 in sales on the day.

BSkyB paid up to £600,000 to wrap Friday's edition of the Sun, the first such move in the newspaper's 42 years, to promote its 3D sports coverage.