[ONE OF Britain's biggest publishing groups, Associated Newspapers…]

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ONE OF Britain's biggest publishing groups, Associated Newspapers, is winding , itself up to launch a Sunday Tabloid to do for Ken Livingstone's day of rest what the Daily Mail does for his weekdays. It is to be called - with that flash of wit and ingenuity for which Fleet Street is famous - the Sunday Mail.

Horrible as this new paper will certainly be it is not the content that has made most impact but the news that the launch costs have already been raised by half a million pounds.

'Aha' , I hear you say to yourselves, 'Greedy printers, killing the fatted calf that lays the golden egg before it is hatched.' "Typical', you no doubt continue.

'No sooner does some enterprising management get off its bum to create new wealth in which we all share and at the same time create real jobs out of the kindness of its heart than some bleeding shop steward marches in the door and wants nore money for setting the word Sunday because it's longer than the The a tait rsad Mailu And wants to do word Daily And wants to do it with a hammer and chisel because this mob are still resisting the introduction of printing presses' Not quite correct. No, the extra loot which Associated will have to fork out is not for the printers, nor even increased bounty payments to its team of vigilante journalists.

Say it softly, but gambling.

Bingo.

First a little lesson in a free economy. The beauty of a free economy is that anyone is free to join in. If you want to start a newspaper you just start one and if it's good enough you will find a place in the market. All you need is £5 million or so for a national paper and you are away. That's the difierence between us and those so-called socialist paradises.

Now back to bingo. This is an example of a free market in operațion. Where in a communist country could you get such freedom of choice. The Daily Mirror has bingo, the San has bingo, the Star has bingo, the News of the World has bingo, the People has bingo, the Sunday Mirror has bingo, The Times does not have bingo (but it only just got news on its front page) and the Daily Mail has bingo. Being the Mail it doesn't call it Bingo, but Casino which allows its readers to imagine they are juining in some sophisticated jetsetting flutter at the tables. (They don't shout 'House' but "Chateau')

But they are playing bingo like all the others.

The fact is that the cut-throat circulation war now in progress (which undoubtedly send weekday national paper the wall) means that the 'non-quality' papers now forced to offer l sums of money for not! so that they can stay a to warn their rea against expecting so thing for nothing.

Mind you it's a gam skill just to understand rules. Turn to page 14 a last Saturday's Mail there - beside the adi for warm lavatory seats Winceyette nightdresse is new that two rea have just won £17,500 € Eagerly the Mail plains: '"They just mi the £70,000 prize as the ringed number they c ed off on their Game cards was number an odd number.

"Had either of completed the game o earlier even one of them would won the whole £70,000 "Little wonder that ti the intriguing game whole country is ta about".

Bingo Probably they are t about having a cong to fill in their cards b learned they must off only the black e numbers from the G table on the green g the card" and other instructions.

The games canno rease sales overall fo but they have reveal true spirit of the free of which we are so!

After all you can't in Izvestia and Pravda in a circulation war !

by bingo. First pris week on manoesn Poland. Second I two weeks.

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Thursday 19 November 1981 Page 4

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SUNDAY, BEEN