From The Times today – link to online version of the story.
So Cliff is taking 1p off the price of his new album for every person that pre-orders (down to a minimum of £3.99) – the starting price is £7.99. Do the simple math and you realise that it’s only going to take 400 people to get there. But as the article says that’d be twice as many people as bought the last album direct!