The Independent is looking increasingly likely to cut its cover price as part of the quality price war. The paper is currently carrying out four price trials around the country. As well as the 35p trial in the Birmingham area which started yesterday, there are currently trials taking place in the Woking/Guildford area, where the price is 40p Monday to Saturday. In the Oxford/Banbury areas the Independent on Sunday is 80p, and in the stockbroking area of Manchester the daily paper is 45p, with the Sunday paper 90p.
According to Nick Thomson, Circulation Manager, circulation within the trial areas has increased by around 10%. A decision on pricing policy should be taken within the next month. A price cut to 40p seems the most feasible option; 35p per copy would mean cost cutting in other areas, although it can not be totally ruled out, as it is being tested.
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