News International is to kill off its sleazy mud-raking scandal rag the News of the World in the wake of the mobile phone hacking scandal that has dragged the paper even deeper into the gutter it has inhabited for decades.
This Sunday's issue of the paper will be last, which is a bit ironic, as it probably wouldn't have sold any copies at all if our gauge of public feeling in the UK is anything to go by. Now it'll probably sell out as a bit of history.
The move is a desperate attempt on behalf of Rupert Murcoch to draw a line under the matter as it emerges that the police investigation involves at least some 4,000 innocents who may have had their phones hacked.
Advertisers have been flocking away from the title in their droves as the sordid allegations have unraveled.
Prime minister David Cameron has come unstuck as he's frequently been seen sucking up to Murdoch and hanging out with News International CEO Rebekah Brooks, who was editor of the paper at the time when hacking was rife. She said today: 'It's inconceivable I knew of Milly Dowler phone hacking.'
Rather, we suggest it's inconceivable that she didn't know about the systematic hacking of virtually anyone's phone who may have half a story tucked away about their person.
Chairman James 'chip-off-the-old-block' Murdoch said in a statement: "Having consulted senior colleagues [dad], I have decided that we must take further decisive action with respect to the paper.
"This Sunday will be the last issue of the News of the World. Colin Myler will edit the final edition of the paper.
"In addition, I have decided that all of the News of the World's revenue this weekend will go to good causes."
Whether this attempt to quell the public outrage succeeds remains to be seen.