The McFly giveaway has worked some magic for the Mail On Sunday, which sold an extra 300,000 copies on the back of the free record this weekend. Although, oddly, not in London:
Y-e-es. We did hear that last weekend London was virtually empty, save for one woman from Camden who had been asked to feed 798,000 cats and water somewhere over six million pot plants.
Of course, it's debatable if this extra audience are going to return to the Mail - if they didn't just discard the paper in the first place, but Miron is hopeful:
"I don't think there is a brand out there in the UK at the moment that wouldn't want to be talked about in the way that marks them as different and innovative," Miron said.
Or the sort of newspaper which is so rubbish it's relying on giving away kiddie's albums on its front page to artificially boost its ABC headline figures.
James P, by the way, emailed us to point out the Mail advert promoting the album included a big flashy caption:
Although, erm, the track only got to number two. As James puts it: