Innovative UK online music service Wippit has inked a deal with free ads paper Loot to offer readers cut-price digital tunes.

Wippit offers some music in cross-platform MP3 format, though the majority of its songs are sold in non-Mac or iPod-friendly Windows Media formats.

Working with Wippit, Loot will offer an online music store that is tailored to the readers. The store will be called, 'Loot Tunes', and is to offer tracks from 29 pence each.

As a special launch offer Loot's online readers will be able to buy three albums for just £20.

Wippit CEO Paul Myers explained: "Wippit is associated with value and so is Loot, so the marriage that creates Loot Tunes is ideal for consumers."

To launch the service Loot Tunes will be giving away ten MP3 players, including the latest Tuny7 portable video player in a draw to visitors that register for the service.