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12 April 2012

No matter which team wins in the great showdown between England and Argentina on Friday morning, we can already predict the result of the World Cup ratings championship.

On current form, the BBC team - captained by Gary Lineker -will win hands down, having captured the lion's share of the TV audience and condemned ITV's Des Lynam and his panel to the status of also-rans.

Lynam's high-profile and big-money move across networks doesn't seem to have paid off.

Why haven't we followed Des? asks John Naughton.

How papers buy their readers - Beware boasts of circulation rises - a few old tricks can work wonders, reports David Rowan.

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