Daily Mirror bags Prince album promotion

The Prince album, called 20TEN, will be distributed exclusively with the Daily Mirror and Daily Record on Saturday, 10 July. More than 2.5 million copies of the CD will be given away with the papers, according to the Mirror.

The giveaway is part of a wider commercial tie-up between Prince and the Daily Mirror, which will run a series of Prince-themed features.

The tie-up will include an exclusive interview with the diminutive and famously reclusive star, as well as ticket giveaways to his European concerts.

Richard Wallace, editor of the Daily Mirror, said: "We’re proud that Prince has chosen the Daily Mirror and Daily Record as the best way to get his new album to his legions of fans in the UK."

National newspapers have continued to use covermounts to lure new readers, despite critics arguing they fail to attract long-term readers.

In 2008, The Mail on Sunday sold an extra 600,000 copies thanks to its promotional giveaway of a Prince album.

This article was first published on Brand Republic