As a Journalism Student (yes me a student again at my age!) I was interested to read the YouGov poll regarding the degree of importance people attached to the endorsement of a political party by a major newspaper. Of those polled 61% said the endorsement was important or very important, 36% said it was not very important or not important at all, 4% didn't know (yes that's 101% but figures are rounded!).
The poll also found 63% agreed with the statement that Labour has lost its way. However, less encouraging for the Tories, only 29% agreed with The Sun's published view that they were backing the Tories because 'the Conservative leadership can put the 'great' back into Great Britain'
You can see the full research here