The 25th March issue of the Mirror (Saturday) saw a reduction of its coverprice of 27p to 10p, sparking a new price war. The cut price and extra copies published were designed to take advantage of a shortage of newsprint at News International which has led to a reduction in supplies of newspapers to newsagents this week.
The shortage is expected to last for a further two weeks. News International hit back at the Mirror’s campaign by cutting The Sun’s coverprice from 23p to 10p and increasing the print run by 20% just for one day, Saturday 25th March.
The Sunday Times was also sold at half price this weekend, March 25th and 26th. The price war seems to be intensifying despite increasing print costs and paper shortages. News International hopes that the reduction in newspapers printed will cut the numbers returned and unsold rather than reduce availability. This move is likely to become permanent. Mirror Group this morning refused to comment on any future plans regarding price cutting.
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