Daily Express editor Peter Hill appears to have perfected a new form of journalism Ã¢â‚¬’get the readers to pay for the paper and fork out for the splash too.
By way of a change, the paper led on a royal story on Tuesday and revealed: Ã¢â‚¬Å“90 per cent say no to Queen CamillaÃ¢â‚¬.
But the Express did not call upon expert pollsters at ICM or Ipsos MORI, preferring instead to rely on one of its readersÃ¢â‚¬â„¢ phone polls.
The cunning ruse meant the splash wasnÃ¢â‚¬â„¢t only free of charge, but actually raised a moneyspinning 25p from everyone who took part in the poll.
Now thatÃ¢â‚¬â„¢s what Axegrinder calls reader interaction. Even if it means paying a total of 65p for the paper, at least you get to help out on the splash.