Sunday Star Set To Spark New Price War

Express Newspapers has confirmed that the new Sunday Star will be launched this weekend with a cover price of 35p.

Speculation suggests the low price could spark a price war with what is likely to become the paper’s biggest rival, tabloid market leader the News of the World, which sells for 65p.

The details of the new launch are closely guarded but there is widespread speculation that the paper will include a new OK! style, celebrity and TV listings supplement. It has also been suggested there will be a £2.5m outdoor and television advertising campaign to support the launch.

The Daily Star, which saw circulation rise by 18.8% year on year to 753,927 according to August’s ABC results, sparked a price-war amongst the daily tabloids after cutting its cover price to 10p earlier this year. However, it was News International’s Sun and Trinity Mirror’s new-look Mirror which bore the brunt of the cost of the battle (see The Sun Re-Enters Price War With Cover Price Cut). Some believe the heavy-weight tabloids would be unwilling to enter the ring again with their Sunday titles.

Although the new Sunday Star is the first tabloid newspaper to be launched for 12 years, the Sunday People recently underwent a re-vamp in what could be seen as a pre-emptive strike against the new Sunday tabloid (see Trinity Mirror Relaunches Sunday People). Philip Graph, chief executive of Trinity Mirror, also recently admitted spending £6.5 million on the re-branding of the Mirror.

Express Newspapers: 0207 928 8000 www.express.co.uk

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