The Mail has not revealed the numbers involved in the deal with Prince, but it plans on increasing its printing in anticipation of significant increases in circulation, up from its usual 2 million copies sold each week.

Music executives are not happy, particularly in light of the current competition the industry faces from illegal downloading, online music stores, and supermarkets.  “It would be yet another example of the damaging covermount culture which is destroying any perception of value around recorded music,” said ERA co-chairman Paul Quirk.

In an attempt to appease music stores, Prince’s label, Columbia Records (a division of Sony BMG), cut ties with the album in the UK.  A Sony BMG spokesperson announced on June 28 that its UK branch had withdrawn from the artist’s global promotion and distribution deal and would not sell the album in UK stores.

With fears about decreased circulation and falling record sales, this innovative collaboration between two representatives of traditional, mainstream media may prove mutually beneficial to both parties, and it has music executives accordingly worried about similar deals. “The Artist Formerly Known as Prince should know that with behaviour like this he will soon be the Artist Formerly in Record Stores,” warned Quirk, “And I say that to all the other artists who may be tempted to dally with the Mail on Sunday.”

Despite the harsh criticism, The Mail stands by its plans for Sunday distribution of the album.  “It’s all about giving music for the masses and [Prince] believes in spreading the music he produces to as many of people as possible,” said Stephen Miron, Sunday managing director for The Mail.  He added, “This is the biggest innovation in newspaper promotions in recent times.”

Source: Media Guardian through Media Bistro