Giving away free children’s books has boosted sales at the Birmingham Evening Mail and Coventry Evening Telegraph.
Both dailies reported double-digit percentage circulation rises after giving away a free copy of Wind in the Willows to every reader.
In week two of the promotion, readers were invited to pay £3 for a copy of the Jungle Book at newsagents. And according to parent company Trinity Mirror, 15,000 readers of both titles did so.
The promotion was a joint venture with book publishers Paperview.
Birmingham Evening Mail editor Roger Borrell said: “We are delighted to see that our aim of encouraging families to start reading with this collection has generated such massive interest”