Well, that's one way to do it:
Who says print journalism is dead? Whoever the naysayers are, they forgot to tell the owners of Corriere della Sera, Italy’s leading national newspaper, which will deliver 20m free copies of the daily on a single day in May.
The marketing stunt, coinciding with next month’s European parliamentary elections, is aimed at celebrating Italy’s economic recovery and promoting the relaunched website of the country’s best known newspaper as it tries to stem years of heavy losses.
Ah, the good old "advertising stunt." Inside the business, though, I think we call it a "marketing strategy," which sounds much classier.