British band Radiohead gave away free copies of its one-off publication, The Universal Sigh, in over 50 cities today, including Toronto and Montreal. The PR stunt was part of the launch for the band’s digital-first album, The King of Limbs.

Fans (mostly male, in their 20s and 30s) lined up patiently at Yonge and Dundas Square to pick up a copy, and to have their photo taken for the official website.

More of a literary zine than a newspaper, The Universal Sigh includes stories from Jay Griffiths, Robert Macfarlane, and Stanley Donwood. 

Although Q&Q heard a few mutterings of This what I waited for? when was the last time you saw a line-up for a newspaper?