Diehard Express fans should refrain from whooping before they've considered the facts though. Any move to free circulation would undoubtedly be accompanied by cost-cutting measures on the paper itself.
The mere suggestion of undermining the 105-year-old Express will no doubt have the traditionalists up in arms and provide plenty of fresh fodder for the army of Desmond-bashers. But the economics of the national newspaper market are undeniable, as is the unassailable supremacy of the Daily Mail in the mid-market. Desmond is smart to look at alternatives to the downward curve. And you've got to hand it to him for continually surprising and challenging his rivals.