News International has declared a price war in Scotland by selling the Monday edition of the Sun for just 10p. This once weekly price drop of 12 pence is to continue for an indefinite period. Not to be outdone The Mirror cut its price on Monday and is threatening further price cuts.
Meanwhile, the Daily Mail and the Express continue to battle it out across the border. The Mail slashed its price to 10p on Saturday in Scotland and Northern Ireland. It has been selling at 20p in the same regions for the rest of the week. Saturday’s Express went on sale for 20p nationally on Saturday and the Express has matched the Mail‘s cover price of 20p for the rest of the week in those same regions.
The Express on Saturday is likely to continue selling at 20p nationally for a further two weeks. The Express claim that this promotion has added 20,000 to its circulation figures.
The Mirror is pursuing its readership boost via a national mail shot drive offering special offers on the paper.
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