Media: Talk of The Trade: Recycled memories

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The Independent Online
THE serialisation of the John McCarthy/Jill Morrell memoirs, which the Daily Express has been running this week and last, sparked a classic 'spoiler' operation from the Daily Mail. Getting wind of the impending serialisation, the Mail's editor, Paul Dacre, assigned four reporters to a weekend in the press cuttings library, from which emerged a respectable rival two-part series. Starting on the same day as the Express serialisation, it was able to ride on the back of the Express's television promotion. The Mail said it was satisfied to hold its circulation during the critical days; while the Express, which paid pounds 250,000 for the serial rights, claims a circulation increase of 50,000.