Having long churned out covermount albums, and this year having tried giving away brand new albums, the Mail On Sunday has decided the logical next step is to launch its own record label:
Speaking to Music Week, The Mail on Sunday editor, Peter Wright, said: "With a newspaper we are used to making decisions very quickly and turning things around very quickly.
"There are some wonderfully talented people in the music industry, but I think they are a bit traditional in their thinking."
Well, that's undeniable, but I'm not convinced that 'making quick decisions' would be the key skill that you require when running a record label. Still, they're giving it a go.
They're releasing ACM Gospel Choir's Silent Night as a download this week - they really feel it's a contender for number one. A choir singing a carol in December, huh - wow, that's going to show traditionalists in the music industry a thing or two about new ideas.
The Mail will then wrap an AMC Gospel album up with the usual right-wing hate-whispering for a giveaway.