Over the weekend, News International began delivering the Times and Sunday Times to homes for free within the M25 motorway, which encircles London, Media Guardian reported.

The free delivery scheme is an attempt to offer readers marketing and other services, and aims to save readers as much as £50 annually in delivery charges.

Readers will pay for the newspaper through a monthly direct debit, and are guaranteed to have their papers by 7 a.m., according to Media Guardian. Readers are also being given the chance to sign up for weekday, weekend or full week subscriptions.

“It is understood that the more frequently readers purchase papers, the more attractive offers they will receive,” Media Guardian stated in its report.

News International would not disclose information about the agreement it has with the partner company in charge of the distribution scheme, as it does not want rivals to set up similar services, according to Media Guardian.