The Sun is being given away free today in a promotion by lottery organiser Camelot to support its new Wednesday draw which begins tonight. The paper features an eight-page pull-out dedicated to various aspects of the Lottery.
Up to eight million copies, roughly double the tabloid’s normal print-run, are being produced to cope with demand. The cost of the sponsorship has not been revealed, though the initial cost of giving away the 28p newspaper would be roughly £2 million. Today’s issue will be excluded from ABC figures.
The only other time a national newspaper has been given away free was when the Times , also a News International title, was sponsored by Microsoft to support its Windows 95 launch *Times Give Away In Microsoft Deal.
The Mirror , clearly caught off-guard, said that its offer of six free chances in tonight’s draw was “the greatest lottery giveaway in history – and it knocks all our rivals for six.” The Sun is offering three free chances.
* Subscribers only
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