Wednesday, July 23, 2008

McFly boost the Mail On Sunday

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:

"That is probably indicative of people moving over the week with the school holidays," [Mail on Sunday managing director Stephen] Miron said.

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:
"We have brought in a whole audience that would have never talked about the Mail on Sunday," Miron said.

"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:
"INCLUDING THE NUMBER ONE HIT 'ONE FOR THE RADIO'".

Although, erm, the track only got to number two. As James puts it:
... might be worth remembering next time the Mail runs a story accusing the BBC of fakery and deception after discovering that the experts on 'Dragons' Den' aren't real dragons.


2 comments:

James said...

"We have brought in a whole audience that would have never talked about the Mail on Sunday," Miron said.

Have to disagree - I imagine a large section of that new audience did already talk about the Mail on Sunday. Specifically "Bugger, if I want the new McFly album, I've got to buy that godawful pile of sensationalist right-wing kneejerk toss 'The Mail on Sunday'. God, I feel dirty just thinking about it."

The advert's great, by the way. I particularly like the bit with McFly themselves, which someone apparently decided would be best filmed in the style of a hostage video. "Get our new album FREE with the Mail on Sunday!" they plead from a sparse, echoey bunker somewhere. I'm still searching Youtube for the full-length version where they continue "...also, stop hiring Polish labourers, overfill your wheelie bins and demand they're collected, refuse to pay the part of your council tax which goes towards any 'multicultural event' or 'diversity training' and demand that your local school hosts a traditional Nativity play with a proper Jesus. Do this and we will be freed unharmed. *squints at list off-camera* Oh yes, and punish anyone who refers to our almighty leader as 'Richard Littlecock'."

Anonymous said...

... might be worth remembering next time the Mail runs a story accusing the BBC of fakery and deception after discovering that the experts on 'Dragons' Den' aren't real dragons.

I don't know about this. I think it's about time the Mail considered hiring David Icke

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