Trinity to freeze New Day cover price at 25p

09 Mar 2016  |  Ellen Hammett 
Trinity to freeze New Day cover price at 25p

Amid speculation of a fall in sales, Trinity Mirror has confirmed that it will be holding The New Day's cover price at 25p.

The New Day launched last week (Monday 29 February) with the intention of trialling at 25p for two weeks and 50p thereafter.

However, following reports that there has been a 25% decrease in sales within its first 10 days in the market, the publisher has said that it will continue to run at 25p "for a few weeks".

"As we said when we launched the paper, the marketing and pricing positioning is fairly fluid as we are still launching the title," Trinity said in a statement on Wednesday.

"While we anticipated probably offering the trial price for the first couple of weeks, this was always yet to be confirmed."

While no official circulation figures have yet been released - Trinity said there are "no set plans at the moment" but it will be something they "get to in time" - it is understood that on its first day of launch, when handed out for free, The New Day generated 150,000 sales.

The Guardian reports that sales declined to 120,000 a week later (Monday 7 March) and were at 110,000 on Tuesday (8 March).

Trinity told Newsline that the decision to keep the cover price at 25p is not a direct result of a decline in sales.

"The plan for trial pricing was always going to be flexible," a spokesperson said. "The priority is for us to keep the momentum going, drive sampling and encourage readers into a five day a week habit."

Leave a comment

Thank you for your comment - a copy has now been sent to the Mediatel Newsline team who will review it shortly. Please note that the editor may edit your comment before publication.

DATA SNAPSHOT

19 Jul 2019 

Data from Mediatel Connected
Find out more about the UK's most comprehensive aggregator of media data.

Arrange a demo

Newsline Bulletins

Receive weekly round-ups of the latest comment, opinion and media news, direct to your inbox.

More Info