the covermount and started to add compact discs to their publications. Magazines are also including non-storage media like toys, games, stationery sets, make up, cross stitch kits and whatever the publisher believes will help the sales of their titles. In the United Kingdom, many television-related "partware" magazines (magazines aimed at collectors which build up to a complete set over months or years) have been launched in recent years, with covermounts containing episodes of the subject show (such as Dad's Army, Stargate SG-1 or The Prisoner). American musician Prince is known for offering studio albums free with various newspaper publications. His 2007 album Planet Earth was the first to be given this treatment, in the United Kingdom, in partnership with The Mail on Sunday. His new album 20Ten was released in 2010, in Belgium, under the same circumstances, with the same happening for the album with other publications across Europe. Pop rock band McFly too released a covermount album, which was Radio:Active (their fourth studio album). Other artists known to release covermount albums are UB40, Peter Gabriel, Calvin Harris and Soulwax. In April 2007, EMI licensed the Mail on Sunday to cover-mount 2.25 million copies of Mike Oldfield's Tubular Bells shortly before the rights on it were due to revert to him, something about which the artist was not best pleased. The NME have also had a long history with covermount releases, from the influential cassette compilations C81 anD C86, mix albums like NME Dust Up, mixed by The Chemical Brothers, and Beat up the NME, mixed by Fatboy Slim, as well as albums in which you would have to send a token to the NME in exchange for the covermount release, including Capital Radio by The Clash and Ally Pally Paradiso by BAD II. Demo covermount discs The initial purpose of covermount discs was to distribute demo versions of video games. Initial magazines, like Amiga Format or ST Format had one or more floppy disks with demos of upcoming games, but the fragility of the media and the increasing size of demos made publishers turn to compact discs, which were cheaper to produce, more resistant to damage, and had over 300 times more capacity. CDs became the most common storage media, but in the past several years, demos have grown from mere 50MB files to 500MB or larger. This discourages magazines from distributing most of the larger demos, unless the