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Express plot to relaunch as freesheet.(Express Newspapers PLC)(Brief Article)
Desmond calls on senior manager to assess viability of free Daily Express.
Richard Desmond is working on a sensational plot to relaunch the Daily Express as a national freesheet in a bid to turn around its flagging circulation figures.
Desmond, the chairman of Express Newspapers, has asked Christian Toksvig, the company's international operations director and former development manager, to assess the viability of making the switch to a freesheet.
This follows consistent declines in the Express' circulation this year and a fall in September sales of 6 per cent to 960,320. This compares with the Daily Mail's circulation figure of 2,346,229.
Sources suggest the move would involve cutting back on editorial resources to compensate for the loss of coverprice revenue, which stands at about pounds 350,000 a day.
One insider said that Toksvig - an expert on the freesheet market, having previously worked at the Swedish ...
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