Newspapers and magazines are preparing to unleash a welter of royal supplements, commemorative specials and souvenirs in the run-up to and after the marriage of Prince William and Kate Middleton.
In a land grab for readers, OK! magazine is changing its publication date, while The Daily Telegraph will publish an eight-page broadsheet supplement and fill its pages with royal coverage.
The Standard will be hoping that its proximity to the event and its afternoon distribution will mean that its commemorative wedding special on the bank holiday will give it a head start on its rivals.
The last time the Standard published on a bank holiday, according to a source, was on 29 July 1981, to commemorate the wedding of Prince Charles and Princess Diana.
While the paper is expected to be the first to publish newspaper wedding photographs of the day, it is unlikely to extend its 700,000 distribution, as London will be largely bereft of commuters on the day.
Like other newspaper groups, the Standard is talking to commercial partners about sponsorship opportunities.
The Daily Telegraph will kick off its wedding coverage in earnest on 26 April and, in the run-up to the wedding, will include an eight-page supplement and features in the magazine and paper, such as a "minute-by-minute guide to the big day".
It will also publish an array of souvenir specials in its daily and Sunday editions.
Richard Desmond’s OK! magazine is shifting forward its publication date from Wednesday 4 May, to Sunday 1 May, as it anticipates bumper sales of the issue.
News International, publisher of The Sun and The Times, is expected to disclose details of its royal offensive next week.
Haymarket, publisher of Brand Republic, is publishing a souvenir edition bookazine called ‘The Illustrated Royal Weddings'.
Jointly published by the Illustrated London News and Haymarket, it will hit newsstands on 2 April, with a print run of 46,000.
It will feature archive material from the Illustrated London News, as well as sister titles in its archive, including The Tatler, The Sketch and The Bystander.