Independent Joins Price War

The Independent has today cut its price to 30p, devoting the entire front page to its own news. The 30p price, which matches the Telegraph, and is 15p cheaper than the Guardian, will not remain in place indefinitely. A statement from the shareholders says, “It is felt that the premium quality the Independent achieves will, in the longer term, warrant a premium cover price and readers will accept this.”

It was made clear that the price cut is tactical and designed to protect circulation until significant editorial improvements are made. “It accompanies the appointment of a new editor and will enable many more readers to enjoy the enhancements that will be evident in the Independent over the next few months.”