The News of the World was a national red top newspaper published in the United Kingdom from 1843 to 2011. It was at one time the biggest selling English-language newspaper in the world, and at closure still had one of the highest English-language circulations. It was originally established as a broadsheet by John Browne Bell, who identified crime, sensation and vice as the themes that would sell copies. The Bells sold to Henry Lascelles Carr in 1891; in 1969 it was bought from the Carrs by Rupert Murdoch's media firm News Limited. Reorganised into News International, itself a subsidiary of News Corporation, it was transformed into a tabloid in 1984 and became the Sunday sister paper of The Sun. The newspaper concentrated on celebrity-based scoops and populist news. Its fondness for sex scandals gained it the nicknames News of the Screws and Screws of the World. It had a reputation for exposing national or local celebrities' drug use, sexual peccadilloes, or criminal acts, setting up insiders and journalists in disguise to provide either video or photographic evidence, and phone hacking in ongoing police investigations. Sales averaged 2,812,005 copies per week in October 2010.