On Saturday, January 18th, the Irish Daily Mail launched a first-of-its-kind nationwide promotion, where newspaper readers nationwide could trade in any newspaper and receive a free copy of the DMG Ireland-owned title.

The one-day promotion also included a copy of its glossy magazine, You, and ran in all newsagents and retailers that sell the Irish Daily Mail.

According Paul Henderson, CEO, DMG Media, “This is the ultimate trial and sampling promotion. From a targeting perspective it is  appealing to those already in the category i.e.: ‘ most likely to consider’ in that they are already newspaper readers of some title already. Every day we print great stories, stories that matter, stories that engage, stories that can be trusted.  We love to entertain our readers too with peerless feature writing, sparkling show business stories and the best in sports journalism. What we are offering in this promotion is the opportunity for people to try our product for themselves”

According to Henderson, all old newspapers collected as part of the initiative will be recycled by the Irish Daily Mail.