Here’s some scuttlebutt that I can’t resist passing on. A little bird told me that a very high-profile national newspaper is double-figure millions in the red over a home news delivery (HND) promotion that went badly wrong.

The newspaper used a third-party agency which wrote to all of its existing HND readers offering them a 50% reduction on the title price for 12 weeks. Huh? Slash your prices in half for three months and gain no new customers? Oh dear.

According to my informant a lot of customers went ahead and claimed their reductions. (Well, wouldn’t you?) “About 75% claimed,” he told me, “and not the people you would expect police, judges, professionals “

So, he has lost a lot on this promotion, too, and gained nothing. Apparently, the newspaper is, and I quote: “suing the **** off the agency”.