Ahead of Mother's Day yesterday, Dundee-based newspaper publisher, DC Thomson, took the perhaps unusual step of advertising its well-known magazine, The People's Friend, in the title of a rival publisher.
The full-page advert for 'the famous story magazine' appeared in the Scottish Daily Mail.
Appearing on page 96 of the Mail, the advert was offering a 20 per cent discount on its one-year standard subscription of £50.
Overseas subscribers will also get the 20 per cent discount – paying £68. The magazine has a significant overseas sale.