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How do the Daily Mail do this?

They advertise heavily in Friday's newspaper that they've bought a
Euromillions ticket for "every reader" and it's in Saturday's
newspaper.

Their current circulation figure is 2,159,931, multiplied by the price
of a ticket of £1.50 gives this promotion a budget of close to £4m.

Even assuming that every Saturday newspaper is sold at 0% discount
(which they aren't), 2 million-odd lots of £0.80 cover price revenue
doesn't compute and no Finance Director would ever sanction a deal.

So what scam are they working?

(BTW, "reader" is not the same as "1 copy sold", newspapers use a very
strange formula when submitting their readership details to the likes
of JICREG).

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