The Sun Signals An End To The Price War

The Sun is ending its six-month price war with the Mirror and is increasing its cover price to 30p in the north of England and Ulster and 25p in Scotland.

The move follows a lengthy struggle between the titles, which began in May when the Mirror cut its cover price to 20p as part of its rebrand (see Daily Mirror Cuts Cover Price). This tactic was quickly copied by The Sun which reduced its cover price to 10p in the Carlton region.

In June the Mirror went back to 32p in all areas excluding London, Meridian, Central, West and South West regions, where it sells for 20p (see Mirror Brings Partial End To Price Cut). News International claims it has no immediate plans to drop the cover price of the Sun in the Carlton region, where both the Sun and the Mirror sell for 20p.

The price wars have weighed heavily on both the Sun and the Mirror and last week it was revealed that revenues at News International’s UK titles have plunged 50% in the last 3 months as a result of the high-profile tabloid tussle (see Price War Drives Down News International Income). Trinity Mirror’s second-half results exceeded market expectations, but were only made possible by cost reduction measures throughout the organisation (see Financial Results Released By Trinity And BSkyB).

News International: 020 7782 3922 www.newscorp.co.uk

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