‘Brand extensions’ are all the rage nowadays for newspapers and magazines keen to extend their revenue base beyond the old-fashioned channels of advertising and cover-price.
Now The Sun has launched its own perfume created exclusively for the paper by “perfume maker to the stars Roja Dove”.
At £59, and available from up market department store Harrods, it seems a bit exclusive for the mass-market daily.
But then again, according to the National Readership Survey – The Sun is the third most popular UK newspaper among richer ABC1 readers, boasting 2.8m of them. It is only beaten by the Daily Mail, with 3.2m ABC1s, and the Mail on Sunday, with 3.3m according to the NRS.