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That Prince CD Giveaway Allows The Mail on Sunday to Boast Its July Average Circulation Grew By Some 200,000 But In Reality The Net Gain Is Somewhere Between 0 and 31,000
Philip M. Stone August 14, 2007
The Prince CD giveaway did what the UK’s Mail On Sunday (MoS) wanted – it boosted its July average circulation numbers by some 4.43% over the same period a year ago and by 1.92% over June, but the full July numbers indicate there was very little if any glue from one week to another by giving away 2.8 million copies of Prince’s new CD, so will advertisers be fooled by the one-off numbers?
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