How to sell papers in the Uk,

A report recently on Follow the Media claims that it is not journalism that is selling papers but the plethora of Dvd's and other promotions that have given a lift to the post new year sales figures.

from the article

It says little for the health of the UK nationals that those expensive
giveaways – depending on circulation a newspaper won’t see much change from
£250,000 for its “free” DVD -- are so responsible for getting those additional
readers. Today’s reality is that newspapers are relying more and more on what
marketing can dream up and those newspapers with the biggest promotional budget,
or the smartest ideas, are likely to stay ahead. For a nation that has long
prided itself on a grand journalistic tradition the credo is now: It’s Not
The Journalism, Stupid, It’s the DVD, Cheap Holidays and Discount Dining.

The sales of the Sunday Times are a particular case in fact.The paper had seen sales dip prior to Xmas on te back of price increases.January saw several promotions which were estimateed to have cost around £1m.The paper gained 75,000 additional sales.The Observer meanwhile which had no giveawys during the month and saw corresponding falls which year on wiped out the gains that the paper had when it switched to the Berliner size.

The piece concludes with

Most newspapers seem to have their hardcore readers, but there are enough
fickle ones out there who will buy based on what is being given away and thus
the up and downs based on promotions.
Here’s an idea – instead of spending
all of that money on promotions that do not earn circulation loyalty how about
spending some of it where it could do some good – on getting the right editorial
product. Certainly there is enough verbiage out there – indeed the papers seem
to get thicker all the time – but is it the right verbiage?