The Week: Media News - MoS hails Prince giveaway

The Mail on Sunday sold at least 600,000 extra copies as a result of its giveaway of Prince's new album, Planet Earth. Stephen Miron, the paper's managing director, said a likely final sale of at least 2.8 million copies made the deal the most successful promotion in the 25-year history of the paper.

The cost of the covermount is understood to have been in the region of £1 million, including a £250,000 licence fee paid to Prince. The paper increased its print run by 750,000 copies to 3,050,000 on the day, and with the increased cover price revenues, plus additional ad revenues, Miron said the promotion was likely to prove cost-neutral at worst.