Sun Reportedly Planning Cover-Price Rise
The Sun is reportedly planning to increase its cover-price this week after the rival Daily Mirror called an end to the ongoing price war that has taken its toll on both titles.
News International, the Sun‘s parent company, is yet to comment on the speculation, but the Guardian suggests that the tabloid will immediately increase its cover-price from the 25p that it currently sells at in most regions.
Earlier this week the Daily Mirror confirmed a return to its original 32p (see Daily Mirror Under Pressure Over Anti-War Stance), bringing an end to the price war that began in last summer when it dropped its cover-price to 20p as part of its extensive brand relaunch (see Daily Mirror Cuts Cover Price).
The on-going price war has severely dented profits at both newspapers and the Daily Mirror‘s parent company, Trinity Mirror, recently revealed that the price cuts cost it almost £22 million last year (see Bailey Moves To Stop Mirror-Sun Price War As Costs Hit £22m).
The latest ABC results for the six months to February 2003 show that that Daily Mirror has seen its circulation fall by 3.5% year on year to 2,088,469. In comparison, the Sun managed a 3.9% increase during the same period to 3,576,406.
Analysis of the monthly circulation figures between January 2002 and December 2002 show that the Daily Mirror‘s circulation remained relatively stable last year. However, the Sun experienced a slightly more turbulent twelve months (see below).
Last month it was reported that Venture Capitalist group, Candover Partners, which held takeover talks with Trinity Mirror last year, is considering making a fresh bid for the newspaper group (see Venture Capitalist Group Mulls Fresh Trinity Mirror Bid).
News International: 020 7782 3922 www.newscorp.co.uk Trinity Mirror: 020 7293 3000 www.trinitymirror.com
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