Just as we anticipated here in an earlier Market Evolution post (see Prince of Promotions below) the Prince CD promotion was a short term ABC polishing exercise that did nothing for long term readership.
Guardian Unlimited reports:
The Mail on Sunday's circulation returned to earth with a thud last weekend - one week after the paper basked in worldwide attention thanks to its Prince CD giveaway.
On Sunday, the newspaper appeared to lose all of the extra 600,000 sales it enjoyed the previous weekend, when its unprecedented Prince promotion boosted its sales figure to a monster 2,800,846 copies.
Last weekend's circulation result appears to dash hopes that giving away the new album, Planet Earth, would introduce the Associated Newspapers title to a new group of readers and give it a lasting circulation boost.