Supplementary benefits

The bank holiday weekend is almost upon us. In response to what appears to be the new normal in summer weather trends, my thoughts are turning to woolly jumpers, thermal socks, and perhaps a scarf and hat.

I plan to spend part of the weekend curled up under a blanket with my just-arrived facsimile copy of the first edition of the News of the World. Remember that rather clever News International idea to offer readers of the last edition a special souvenir package? Mine arrived with this morning's post. Two papers in a polybag, no covering letter or entreaty to engage with any other NI brands. Quite surprised about that.

And talking of Sunday papers, I've been keeping an eye on the coverage about the post-NoTW winners and losers when it comes to picking up those 2.7m readers left bereft by the paper's closure.

The good news is that lots of them seem to have chosen an alternative paper, as opposed to deciding to do without any paper at all. Beneficiaries include the Mail on Sunday (its circulation has now passed the 2m mark) and Sunday Mirror which put on more than a million sales at one point according to this Guardian article.

All of this must be very good news indeed for Polestar, which prints the weekend supplements for both publishers. Out of nowhere it now finds itself printing and polybagging tens of thousands more mags a week.

BGP must also be busy, busy, busy as the Sunday Express and Daily Star on Sunday have also recorded significant gains, although we won't know the real detail of the advances until the next set of official monthly circulation figures.

In the meantime, the insulative power of newsprint could provide a viable alternative to putting the heating on.