The circulation report for the Prince giveaway by the Mail On Sunday suggests the investment was worth it for the paper:
More than 3m copies were printed and sales were more than 2.8m, close to the 2.84m achieved after Princess Diana's death in 1997.
And there are words from the paper's managing editor, Stephen Miron, to chill the blood of record shops:
"We have seen a big increase in advertising revenue … and we have attracted some big international artists who have now got in touch with us [about similar deals].''
There are a slew of the albums cluttering up eBay, although only the ones that offer to ship to America are getting much interest. The paper might find there are fewer speculative buys for similar future promotions.