Trinity Mirror says the giveaway on Saturday of the new Prince album, 20TEN, boosted sales of the Daily Mirror and Daily Record.
Their sales increased by 334,000 and 45,000 respectively when compared with sales on the previous Saturday.
According to the Mirror, copies of its Saturday issue have "become an instant collector's item" and the CD itself has "sparked a global bidding war" with copies "being touted for $22 - £14.60 - last night on the internet...
"Even megastar Sir Elton John made sure he got his album early, ordering five copies to be couriered from Daily Mirror hq to his home."
It was the first time that a new album by a major recording artist has been released and distributed exclusively in national daily newspapers in the UK.
The company also claims it was one of the most successful marketing promotions for its papers in recent years. (I don't want to be unduly cynical, but it's hard to think of any promotion for the titles in recent years).
Anyway, here's the hype from Mark Hollinshead, grandly titled as "managing director of Trinity Mirror nationals": "We are delighted with the huge response to the Prince promotion which has proved to be a successful sampling opportunity for both titles."
A sampling opportunity? I'd be amazed if the Mirror hangs on to one of the extra 334,000 buyers.
Source: Trinity Mirror press release
