WH Smith outlets at transport locations I have seen in the UK over the last week all had offers to drive newspaper sales.
The most substantial was this boo discounted by 50% when purchased with The Telegraph paper. Given the pricing being used by many bookshops it’s not much of a deal.
The most common offer was free water with a newspaper purchase.
Curiously, I did not notice these offers in high street newsagents I visited. I suspect this is because the newspaper purchase in a transit location is more an impulse purchase and because of the challenge of dealing with independent retailers compared to a network like WH Smith.
We are seeing more of these newspaper related promotional offers in Australia. News Corp. is the leader in this field. They are demonstrating considerable flexibility as to the products they promote with.