To fans, it’s a British institution, albeit one that is about as far from blueblood as you can get. But is The Sun newspaper’s Page 3 about to get a coverup?

For four decades it has been synonymous with one thing: topless models.

But recently, the man who launched the tradition hinted that it may now be coming to an end. Media baron Rupert Murdoch suggested on Twitter that Page 3 may be outdated and could be replaced with “glamorous fashionistas” instead.

One thing that isn’t outdated is the controversy that the feature generates.

When it debuted in the 1970s, Page 3 sparked outrage. Forty years later, that’s still going strong - a new campaign called “No More Page 3” has managed to gather upwards of 130,000 signatures, including those of 150 Members of Parliament.

But Page 3 supporters point to another compelling figure: sales. When it debuted in the 1970s, Page 3 helped the newspaper’s circulation soar. And according to Neil Wallis, a former Sun editor, the tabloid’s current popularity speaks volumes.

“Three million women read this newspaper every day," he says. "They vote with their money.”

Watch Nahlah Ayed’s report on Page 3 in the player at the top of this page.