Daily Mirror ups its cover price
Trinity Mirror has raised the Daily Mirror‘s cover price by 5p to 45p today, making it the most expensive red-top tabloid.
The Mirror‘s price increase, which makes the paper 15p more than the Sun and 25p more than the Daily Star, promptly sparked an attack from its News International rival.
The Sun took out a full page ad in its sister title the News of the World yesterday, saying: “Whilst we report on the rising cost of living, others just add to it. The Daily Mirror, now up to 45p. The Sun only 30p.”
The Daily Mirror announced its rise today: “Regrettably, the price of your favourite paper has gone up today. We, like the rest of the world, have been affected by the credit crunch. The downturn has led to a dramatic rise in production and distribution costs.”
However, the statement added: “Happily, there is some good news – the price of your Saturday paper remains the same.”
The Sunday Mirror will also remain the same price at 95p, the same cost of the News of the World.
In the latest ABC release, the Daily Mirror reported a 9.9% year on year decline, leaving its circulation at around 1.3 million, while the Sunday Mirror shed 119,000 copies, taking its circulation to below 1.2 million.
Meanwhile, the Sun only saw a 2.9% year on year dip and still has the largest circulation of any of the national dailies at almost 2.9 million copies (see ABC National Newspaper Round-Up: December 2008).
Trinity Mirror: 020 7293 3000www.trinitymirror.com